MIT Sloan Management Review
3 min read · 2020-02-19 · Market disrupters enter a market with a new or cheaper product hoping to capitalize on a weakness found in a traditional business – perhaps customers looking for cheaper or more convenient alternatives. Disruption is a choice, however, and opting to work with a legacy company can offer substantial benefits. Entrepreneurs should consider the strategies outlined by Joshua Gans in MIT Sloan Management Review. Gans offers a logical approach for entrepreneurs to weighing alternative, and often more successful, strategies to the path of disruption.