In his book, The Innovator's Dilemma [3], Professor Clayton Christensen of Harvard Business School describes a theory about how large, outstanding firms can fail "by doing everything right." The Innovator's Dilemma, according to Christensen, describes companies whose successes and capabilities can actually become obstacles in the face of changing markets and technologies.

This is an incredibly interesting battle, I’ve found quantitative research is incredibly insightful after things have happened – say to measure the impact a campaign has had, and qual to discover themes and concepts.

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