Theother end of the innovation spectrum is radical innovation. This type ofinnovation is disruptive and new, involving risk-taking that results in revolutionaryproducts or technologies, hence the greater risk it carries, additionallycreating new markets. Radical innovation can effectively be expressed by”blue ocean strategy” titled by Kim and Mauborgne. Blue ocean strategy involvesnot fighting competition but circumventing it. Rather than fighting for marketshare a company steps aside and simply creates its own market (Kim W.
C., Mauborgne,R., 2005). Some companies don’t just innovatetheir products and services, they take it a step farther and fully innovatebusiness models within an industry.