The impact of product innovation on market disruption: An evaluation of a startup in Port Harcourt, Nigeria
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Background of the study
Product innovation is a catalyst for market disruption, enabling startups to challenge established players by introducing breakthrough products. In Port Harcourt, a tech startup has leveraged innovative product development to create disruptive offerings that address unmet consumer needs. The startup’s focus on unique features, advanced technologies, and user-centric design aims to redefine market standards and shift consumer expectations (Oluwaseun, 2023). Research suggests that product innovation can drive rapid market changes by creating new consumer segments and altering competitive dynamics (Adeniyi, 2024). Furthermore, innovative products can generate substantial media attention and investor interest, contributing to accelerated market adoption and growth (Chukwu, 2025). Despite the promising potential, empirical evidence linking product innovation to market disruption in emerging markets remains limited. This study examines how product innovation impacts market disruption by analyzing sales performance, consumer adoption, and competitive responses in the context of the startup.
Statement of the problem
While the tech startup has introduced innovative products, the direct impact of these innovations on market disruption remains unclear. Factors such as market readiness, consumer acceptance, and competitive counter-strategies may moderate the disruptive potential of new products (Oluwaseun, 2023). Additionally, challenges in quantifying disruption and differentiating it from normal market evolution complicate the analysis (Adeniyi, 2024). This study seeks to address these issues by evaluating the effect of product innovation on market disruption, providing insights into the conditions under which innovation leads to significant competitive shifts (Chukwu, 2025).
Objectives of the study:
To assess the impact of product innovation on market disruption.
To identify factors that facilitate or hinder disruptive market changes.
To recommend strategies for leveraging innovation to achieve market disruption.
Research questions:
How does product innovation contribute to market disruption for a startup?
What factors influence the disruptive potential of innovative products?
How can startups optimize innovation strategies to drive market disruption?
Significance of the study
This study is significant as it explores the relationship between product innovation and market disruption in the tech startup sector. Findings will help startups in Port Harcourt refine their innovation strategies to achieve disruptive market success and competitive advantage. The research adds to academic literature on innovation management and provides practical recommendations for harnessing disruptive potential in emerging markets (Oluwaseun, 2023).
Scope and limitations of the study:
The study is limited to a single tech startup in Port Harcourt and focuses on its innovative products. Results may not be generalizable to other industries or startups.
Definitions of terms:
Product Innovation: The introduction of new or significantly improved products.
Market Disruption: A significant change in market dynamics caused by innovative products.
Startup: A newly established company with a focus on innovative technologies.
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