'Disruptive startups', or disruption overall, has become a hot topic in recent years both in research and in practice, with ventures developing disruptive business models, appointing ‘Chief Disruption Officers’ and entrepreneur trade shows such as TechCrunch Disrupt being named after the trend. Disruptive startups will often break away from existing products, services and offers high risks and rewards; if it does not fail it can become the dominant player in its market.
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