Disruptive and sustaining technologies differ in that while one category of innovation embraces a complete turn-around in a business model to attract new markets, the other targets existing clients by improving present products and services to sustain their buyer-ability and interest for the long-term. Although the technologies mentioned above are vital for advancing a competitive business model, ensuring long-term client satisfaction, increasing profitability, and value creation, their applicability differs in that sustaining innovations are more acknowledged and executed by established organizations with a robust customer base, while disruptive technologies have a fan-base in start-ups that aim to oust existent organizations ( Allen, 2018) . Companies that use the disruptive technology method of new value creation to have a new clientele that did not consume the product before its inception often leverage the client's ignored needs to create a product that will satisfy scorned customers, as evinced by Apple's introduction of the iPod, which stores digitally downloaded music.
Before the launching of the iPod, music enthusiasts only accessed songs through radio or television stations and did not have a portable means of storing their music for listening while away from the media mentioned above. However, Apple's integration of hardware and software to produce the iPod was termed disruptive because the innovation accorded music audiences a scaffold to store large megabytes of songs in a minute, portable device that fit easily in their hands and pockets ( Christensen, McDonald, Altman, & Palmer, 2018) . The iPod was then transformed into a sustaining technology when Apple incorporated iTunes for clients to enjoy a direct selection and downloading of music. In contrast, sustaining technology is evidenced by Pfizer, a multi-national pharmaceutical company that discovered alternative uses for Viagra, which was created for curing chronic diseases such as cancer. However, Pfizer owners were informed that men used the Viagra pill to enhance their sexual performance, which prompted the company's current promotion of the drug as a cure for erectile dysfunction. However, Viagra could be a disruptive technology if countries that have entirely disallowed its use could accept that its citizens start utilizing the drug to treat erectile dysfunction.
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References
Allen, R. (2018). Strategies for integrating and sustaining disruptive innovations in small businesses [Doctoral dissertation]. https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=6953&context=dissertations
Christensen, C. M., McDonald, R., Altman, E. J., & Palmer, J. E. (2018). Disruptive innovation: An intellectual history and directions for future research. Journal of Management Studies , 55 (7), 1043-1078. https://doi.org/10.1111/joms.12349
