When a disruptive innovation is launched, it changes the entire industry and every firm operating within in This book argues that it is possible to predict which companies will win and which will lose in a specific situation-and provides a practical framework for doing so.Most books on innovation-including Christensen's previous two books-approached innovation from the inside-out, showing firms how they can create innovations inside their own companies. This book is written from an "outside-in" perspective, showing how executives, investors, and analysts can assess the impact of a new innovation on the firms they have a vested interest in.