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Throwing out the rule book

Disruptive innovation is reshaping industries and changing the way companies compete.

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"Disruption transforms an existing market or creates one that doesn't exist by making the complicated simple, and the expensive affordable," says Mr Anthony.

TO TRULY disrupt an industry, companies have to do something that the market leader is not interested in doing, says Singapore-based management consultant Scott Anthony.

He cites the example of video streaming service Netflix, which in its earlier years offered customers a subscription-