Innovation Doesn’t Have to Be Disruptive
Create new markets for growth without destroying existing companies or jobs. by W. Chan Kim and Renée Mauborgne

Claire Droppert
Summary.
The era of international travel began in the mid-19th century, with the golden age of transatlantic ocean-going. The British company Cunard, a leader in the industry, transported millions of immigrants from Europe to the United States around the turn of the 20th century. By the end of World War II it had emerged as the largest Atlantic passenger line, operating 12 ships to the United States and Canada as it captured the flourishing North Atlantic travel market in the first postwar decade.
Read more on Innovation or related topics Disruptive innovation, Entrepreneurs and founders and Growth strategy
A version of this article appeared in the May–June 2023 issue of Harvard Business Review.
Read more on Innovation or related topics Disruptive innovation, Entrepreneurs and founders and Growth strategy