Terms & Concepts

Disruptive Innovation 

'Disruptive' has become a marketing buzzword, but Globalhealth.care uses the technical definition from the scholar who coined the term, Clay Christensen. According to CCI's definition, a disruptive innovation: "Transforms an existing market or sector by introducing simplicity, convenience, accessibility, and affordability where complication and high cost are the status quo. Initially, a disruptive innovation is formed in a niche market that may appear unattractive or inconsequential to industry incumbents, but eventually the new product or idea completely redefines the industry."

Reverse, or Trickle-up Innovation

According to Wikipedia, reverse innovation refers broadly to the process whereby goods developed as inexpensive models to meet the needs of developing nations are then repackaged as low-cost innovative goods for Western buyers. Many of these low-cost innovations have high disruptive potential in the context of developed markets. 


According to CCI's definition, the "Jobs-to-be-done framework is a tool for evaluating the circumstances that arise in customers' lives. Customers rarely make buying decisions around what the 'average' customer in their category may do -- but they often buy things because they find themselves with a problem they would like to solve. With an understanding of the 'job' for which customers find themselves 'hiring' a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do." 

Bottom of the Pyramid, or BoP

This refers to demographic sets where the lower socio-economic strata hold the largest number of people. For instance, over 3 billion people in the world are living on under $2.50 per day, and many emerging markets' socio-economic distributions are roughly pyramid in shape. 


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