IntroductionSometimes, you just have to give bad news. Sometimes.docx

Introduction
Sometimes, you just have to give bad news. Sometimes you
have to just say no. Your reader may not like it, but you can
help your reader accept it, and hence, maintain goodwill. People
are much more likely to accept negative news if they understand
WHY the news is bad, or WHY you have to say no.
In this topic, you'll learn to employ the specific techniques
unique to negative news messages. Like the last topic, this topic
emphasizes the writing process. You'll post a draft, complete
peer responses, and submit a final letter. You'll also take a brief
quiz over Module 11.
Objectives
After completing the learning activities for this topic, you will
be able to:
· Analyze business communication situations
· Organize a negative message
· Give negative news while maintaining goodwill in your
writing
· Choose an appropriate tone in your writing
· Compose a negative news letter in a modified block format
· Use the writing process for prewriting, drafting, responding,
and revising
· Apply evaluation criteria
To meet the learning objectives for this topic, you will complete
these activities. Print this page and use it as a checklist.
· Review the Introduction and Objectives page.
· Read Module 11 in your textbook.
· Look at Module 9 and the ENG1131 English Handbookfor an
example of a Modified Block Letter for this assignment. See
Figure 9.3 and 9.4 as well as page 17 of the handbook. The
formatting different is the use of indentation for the date,

paragraphs, and closing.
· Read the online lessons: Tips for Completing the Negative
News Letter and Prewriting and Organizing the Negative News
Letter.
· Use the Grading Rubric for the Negative News Letter when
completing your writing.
· Assignment: Write a draft of your negative news letter and
post it in the discussion forum. Complete your reviews of two
other students' postings. You'll find exact instructions for
completing the letter and the peer responses in the online
lessons and on the discussion forum. Make sure you read these
lessons closely and carefully.
· Assignment: Revise your letter and submit the final versionin
the drop box.
· Assignment: Complete the quiz.
View This
Points to consider when delivering a negative message
Click on the link to view the video: Delivering a Negative
Message
Another Activity
Read "How to Communicate Bad News to Customers" by
clicking on this link: How To Communicate Bad News to
Customers
Another Activity
Focus on LO 11-2, "Giving Bad News to Customers and Other
People Outside Your Organization." Remember, do not disclose
information that hurts the company and does not help the
customer.
Below is the sample format for the assignment and tips for
completing the Negative News letter.

Company
Name
Company Address
City, State Zip
Phone Number
Date
Name of Individual
Individual's Title
Individual's Company Name
Address
City, State Zip
Dear Ms. Individual:
Use the information from Exercise 11.20 and write a letter
in the modified block format. Refer to Figure 9.3 on page 129
for more information. The first paragraph explains, but does
NOT give the bad news. Explain the circumstances behind the
bad news. Provide detailed reasons that give a full explanation.
Don't place blame or refer to company policy; instead offer
reasons. Write using positive emphasis whenever possible.
(Make this paragraph 5-7 lines in length.)
In the second paragraph, give the bad news clearly,
compactly, and as positively as possible. Do not apologize. Do,
after you give the news, provide detailed alternatives. Use "you
attitude" for your alternatives and write phrases such as "You
can..." and/or "You might consider...." (Make this paragraph 5-7
lines in length.)
Provide a goodwill ending, that gives one or two positive,
forward looking statements and an offer of contact. Avoid
insincere statements such as "If you need any additional
assistance," or "I look forward to doing business with you."
(This paragraph should be 2-3 lines in length).
Sincerely,
Your Name
Your Title
(optional)

Note: Double-space between paragraphs, and include 3-4 spaces
between "Sincerely," and "Your Name."
A note on using passive voice in negative letters: When you
give negative news, you don't want to put emphasis on any
negative actions. Therefore, you may use passive voice verbs
when giving bad news and when explaining the circumstances
for the bad news. In other words, you may use is, are, was,
were, be, been, being, or am in the first paragraph--the
explanation--and in the second paragraph where you give the
bad news. However, for the alternatives, use action verbs.
Alternatives offer positives for the reader, so you want to
emphasize those actions.
Read the case from Exercise 11.20. Write a letter in modified
block format and address the letter to the customer based on the
information in the business case. Remember, the store is in
Chicago and the customer must live in that area.
Determine:
the bad news before you start writing, but remember the bad
news will go in your second paragraph.

Think about the most positive way you can present the bad
news.
First Paragraph
Brainstorm and Write:
explanations for the bad news. In this paragraph, you want
explain so the reader will accept the news. Since you're
focusing on negatives, it's okay to use passive voice verbs. You
never want to emphasize negatives.
Make your explanation clear and specific, and avoid placing
blame or fault. Also, don't refer to company policy. Think about
your own reaction when you hear that "it's not policy" as an
excuse. Remember, you want your readers to accept the bad
news. They will be more likely to accept your news if they
understand the reasons why instead of referring to policy.
Second Paragraph
Write:
the bad news and alternatives. You may use a passive voice verb
in the sentence that gives the bad news. State the news clearly
and compactly. You do not need to apologize. Next, discuss
alternatives in detail. Use action verbs when writing the
alternatives since these offer positives for the reader.
Third Paragraph
Write:
A goodwill ending. Sentences such as "I look forward to doing
business with you," or "Please contact us if you need more
assistance," seem insincere. After all, you have just given bad
news! Instead, write a forward positive statement. Use your
imagination and best judgement!

The correct use of these criteria will determine your grade on
your final letter:
· The letter is organized correctly:
1. The first paragraph provides explanation, and does NOT give
the bad news. This paragraph is 5-7 lines in length.
2. The second paragraph gives the bad news clearly and
compactly in the most positive way possible. The paragraph
offers detailed alternatives. This paragraph is 5-7 lines in
length.
3. The third paragraph offers a goodwill ending that makes a
sincere, positive, and forward statement. This paragraph is 2-3
lines in length.
· The letter does not use "I, me, my, myself, we," or "the
company name ______."
· Explanation is kept impersonal without placing blame.
· "You" is not used when referring the negative situations
and/or to blame the reader or to blame others.
· The letter uses positive words and de-emphasizes the negative
information. Avoids the use of negative words such as "no" and
"limited," plus most "un-words, in-words," and so forth (refer to
chapter 7 for a list).
· The letter does not refer to the reader's or the writer's feelings
at all.
· The writing includes specific and accurate word choice and
details and does NOT use the following words: thing, good,
really, very, extremely, wonderful, outstanding, or any synonym
of the above (refer to the online lesson in week 2 on using
precise words).
· The letter contains specific and precise alternatives. When
writing alternatives, the sentences use active versus passive
voice. (refer to the online lesson in week 2 on action verbs).
· The writing uses familiar words.
· The writing uses no slang, cliches, trite or over-used
expressions, and no biased or sexist language. (Be sure the
salutation goes to Ms. if the letter is addressed to a woman).
· The writing is free of typographical errors.

· Words are spelled and used correctly.
· Commas, quotation marks, and other punctuation marks are
used correctly.
· The writing contains correct grammar without sentence
fragments, comma splices, and run-on sentences.
· The letter is formatted correctly:
1. Modified block format is used.
2. 12 point Calibri or Times New Roman font is used.
3. Spacing is correct.
4. The letter includes a company letterhead, date, inside address
to an individual at a company, a salutation followed by
colon, three paragraphs, and a close.
5. All components except for the letterhead are lined up on the
left margin.
Prewrite and Complete the Negative Message Letter Draft
This assignment has four important steps.
1. Complete the prewriting for the negative message letter:
· Prewriting prepares you to write and helps you organize your
ideas.
· You may print the lesson and jot notes for yourself on the
paper, or you may write notes on your own.
· You do not have to submit prewriting for any points, but don't
skip this important step!
2. Complete a draft of the negative message letter:
· Read the case, Exercise 11.20. Write a modified block letter.
Refer to Figure 9.3 and 9.4 in Module 9 for more information.
You will have three paragraphs:
· Paragraph 1: explain the problem or situation. Make this
paragrph 5-7 lines in length.
· Paragraph 2: give the bad news and present alternatives. Make

this paragraph 5-7 lines in length.
· Paragraph 3: give a sincere goodwill ending. This paragraphy
only needs to be 2-3 lines in length.
3. Submit your draft of your negative message letter in the
discussion forum below:
· Late drafts will receive partial credit, s0 you may still post in
order to have a chance at receiving and giving responses.
· Attach your letter in .doc, .docx, or rtf format, so that all
students can open your file.
Running Head: UBER TECHNOLOGY
4
Strategic Plan Part II: SWOTT Analysis
Deon Davis
Bus/475
Richard Taylor
December 4, 2017
SWOTT Analysis
Out of all the mentioned trends, the following seven are most
likely to influence Uber’s operations with the introduction of its
new product
1. Legal and regulatory forces: the legal and regulatory force
greatly influences a business operations as well as success
realized. The government imposes taxes as well as several other
regulatory measures with the aim of cushioning customers from
exploitation as well as promoting economic growth. It is
important for Uber to understand the implications of regulatory

tax measures in different potential areas of operations to its
success. Understanding the two will help the business adjust its
practices to adapt to the business environment as well as
account for the regional economic analysis. Tax codes vary
from nation to nation and can either support or restrict some
business operations. Increase in tax will affect this new product
negatively while the opposite applies. Taxes may come in the
form of fiscal balance tax, gross receipt tax, corporate income
tax, or individual tax, it is important to understand all these for
the Uber to run its operations profitably and smoothly.
2. Technological innovation: rapid technological innovation
calls for quick reaction of businesses to remain relevant in the
industry. Keeping tabs of new trends and technological
innovation that competitors will offer is a winning point for
Uber’s parcel delivery service. Therefore, business practices
needs to integrate modern technology based on its goals and
objectives. Being an app, security from data breaching as well
as cyber-crime possibilities should be a priority for the
company. If information security is not guaranteed, parcel
delivery is not likely to realize its goals.
3. Economic Factors: economic factors highly dictate a business
strategies and operational activities. To begin with, customer’s
optimism in this new service will highly dictate its success in
the industry. Their willingness to spend money on the new
product will determine how receptive it will be in the market.
Market demand and supply of technologically advanced parcel
delivery system and the bargaining power of the consumers are
some of the economic factors that will dictate the success of
this new product. The inflation rate as well as inflation
perspective also affects the success of Uber’s parcel delivery
innovative idea in the market. If the inflation rates are high,
consumers will spend less on the product and vice-versa.
4. Goals: the delivery parcel aims at overcoming the challenges
that exists with traditional parcel delivery system. Among these
are quality concerns, security and duration of delivery. Uber’s
Parcel delivery aims at securing the process of parcel delivery,

making timely deliver at an affordable price. These goals will
dictate every strategy the company invests in as they are the
backbones of the entire innovation.
5. Intellectual properties: these are highlights that Uber needs to
be aware of to guarantee protection of its innovation,
maximization of its competitive position and avoid infringing
the IP rights of other businesses as well as people (Gluck,
Kaufman, Walleck, McLeod, and Stuckey, 2016). IP falls into
two main categories: registered and unregistered rights. The
registered rights are monopoly rights that stop other businesses
form using Uber’s parcel delivery idea without their permission.
They include: registered designs, trademarks and patents. The
unregistered rights come about automatically and guarantee
protection using the right as well as against copying. They
include: confidential information, unregistered designs,
unregistered trademarks and copy rights.
6. Leadership: the type of leadership exercised at Uber will
dictate how the employees will perform, interact with the
customers and the organization’s culture. With a new innovation
that is new in the market, the management is important in
guaranteeing its successful launch and dominance in the
industry. Leadership creates a sense of unity and direction in an
organization, therefore, Uber should utilize this factor and
implement leadership styles that will see the employees perform
exceptionally and realize a successful breakthrough in the
market. Planning, leading, organizing and controlling
operational activities is crucial for the success of this new
product.
7. Trends: technological innovation has seen all sectors of the
business industry go digital; this is an aspect that Uber intends
to introduce in the parcel delivery industry (Trevino and
Nelson, 2014). Being a trend setter is important bust it has to be
backed with the other six factors that affects product launch
success. Secondly, trends tend to change with an introduction of
a new concept or development of a new demand. Uber needs to
have a research team that addresses all these aspect of their new

innovation for it to remain relevant and compete effectively in
the parcel delivery industry.
Critique how well the organization adapts to change.
Having successfully ventured in the taxi industry at a global
level, Uber is exposed to what it takes to meet consumers’
needs and compete in international markets. When it comes to
the legal and regulatory forces, the same measures it has in
place with all its other services will be applicable in the case of
parcel delivery. Years of experience is an added advantage for
Uber as it is familiar with regulations of different countries and
how to maneuver its operations to realize profits even when
these factors fail to favor its operational and financial success.
Secondly, the move to embrace in this venture is a response to
an emerging trend and application of technological innovation
(Gluck, Kaufman, Walleck, McLeod, and Stuckey, 2016). The
taxi business works based on an online platform, the same will
be applicable for the parcel, as stated before, experience and
compatibility in operational activities will be a winning point
for the company. Economic factors call for proper planning and
forecasting of a business environment. Some predictions may
not be accurate primarily why business needs to have alternative
options in the face of an economic crisis. Uber may be ready to
handle economic factors that affect the new product but being a
new project, it may need to invest into more research on the
same. Goals may be subject to change with changes in trends
and technological innovations. Based on past success in its
other products Uber is ready to launch this new product and
may use its brand and consumer base to guarantee successful
penetration in the market.
Analyze and explain the supply chain of the new division of the
existing business.
Customers’ demand for a better last mile services which keep
them in control of where, when and how their parcels are
delivered. Secondly, they demand for a broaden delivery
location that guarantee 24*7 security as well as anonymous

delivery alternatives and finally delivery timing (Wieland and
Wallenburg, 2013). A supply Chain Management thus needs to
support all these demand to guarantee maximized customer
value as well as a sustainable competitive edge. A supply chain
that covers and coordinates: information system, logistics and
sourcing production need to be embraced for the case of parcel
delivery. Every parcel that reaches the end user should therefore
represent the cumulative effort of Uber in making it a success.
Uber should embrace a supply chain system that linked
information and physical flow to guarantee customer
satisfaction. Physical flows include storage of the parcels and
their movement; this should be the most visible piece of the
supply chain to both the management and the customer.
Information plan on the other hand should guarantee a
coordination and control of day to day flow of the parcels down
the supply chain.
Discuss the primary internal organizational considerations for
the development of a strategic plan
A strategic plan should have the interest and desires of the
customers at the center of any operations (Hitt, Keats, and
DeMarie, 2014). This should be based on the greatest
weaknesses of the traditional methods of parcel delivery which
Uber intends to overcome. These include: timely delivery,
delivery locations and control. For this new project to realize
success it must meet the needs of the consumers therefore, the
three should form the basis of any considerations the
management will come up with.
Identify the major issues and/or opportunities the company
faces based on your analysis.
Keeping up with upcoming trends and demands may attract
additional cost. Secondly, government regulations and rules
may limit Uber from executing some of its strategic goals.
Economic factors such as inflation, consumer preference and
demand may affect success. Being a fast mover, having a

recognized and renowned brand name, Uber stands to realize
success with this new product. Finally, knowledge of
international markets stands to be an advantageous factor for
the introduction of parcel delivery services.
Reference
Gokhan, N and Needy, N (2015). "PESTLE Analysis"
Engineering Management Journal 22 (4):
20–30.
Gluck, F. W., Kaufman, S. P., Walleck, S., McLeod, K., and
Stuckey, J. (2016). Thinking stragegically. Retrieved from
McKinsey & Company:
Hitt, M. A., Keats, B. W., and DeMarie, S. M. (2014).
“Navigating in the new competitive
landscape: Building strategic flexibility and competitive
advantage in the 21st century.”
Academy of Management Executive, 12(4), pp. 22-42.
Trevino, k and Nelson, A. (2014) “Managing Business Ethics:
Straight Talk about how to do it
Right” 6TH Ed. NJ, USA: John Wiley AND Sons Inc.
Wieland, A. and Wallenburg, C (2013) “The influence of
relational competencies on supply
chain resilience: a relational view” International Journal of
Physical Distribution &
Logistics Management. Vol. 43, No. 4, pp. 300-320.
STREGTH
WEAKNESS
OPPORTUNITY
THREAT
TREND
EXTRENAL FORCES
Industry Changes

Low fixed investment
Creates tech oriented consumers
Rising disposal income
Customer retention
Digital platforms
Global
Recognized brand
Barriers of entry
Tap growing market
Revolt from an organized market
Tapping new markets
Legal and regulatory
Low fixed investment
High cost of operation
Exploit new market
Unclear government regulations
Tax rates fluctuations
Economic
Dynamic pricing strategy
Rivalry concerns
Increased valuation
Customer retention
Inflation rates
Technological innovation
Emphasis of customer satisfaction
Easily imitated
Increased internet penetration
Increased competition
Security guarantee
Social
High standard of services
Ethical concerns
Meeting a growing demand
Customer retention
Customer satisfactions
Environmental

Well-recognized brand
Controversies on environmental conservation
Tapping growing market
Local authorities problems
Environmental conversation
Competitive analysis
Unlimited fleet of vehicles
Rivalry
Rising disposable income
Brand switching
Product differentiation
INTERNAL FORCES
Strategy
Timely delivery
High cost of operation
Tapping growing market
May be imitated
Product differentiation
Structures
Smooth operations
Are bound to fail
May be upgraded
Customer retention
Employee and customer centered
Processes and systems
Guarantees coordination
Can fail
May be updated and upgraded
Vulnerable to viruses
Need to be automated
Resources
Less cost of production
Are expensive
Price differentiation with different suppliers
May be depleted
outsourcing

Goals
Sense of guidance
Are limited to a specific concept
May be subject to change with new demands
Are imitable
Need to address consumer needs and wants
Strategic capabilities
Brand recognition
May be ineffective
May be changed with new trends
Readily imitable
Incorporate technological innovation
Culture
Guide the employees
May be outdated
Can be changed with new trends
Can be imitated
Need to promote employee satisfaction
Technologies
Innovations
Digital platforms
Creates tech oriented consumers
Increased internet penetration
Increased competition
Security guarantee
Intellectual property
No imitation
New innovations
Legal protection from imitation
Law suites
originality
Leadership
Unifying factor
Poor leadership
Motivated and loyal employees

Dissatisfied employees
Employee involvement
Strategic Plan Part I: Proposal of a New Division
Uber Technology
Deon Davis
BUS/475
Richard Taylor
November 27, 2017
Introduction
Uber is primarily a service that offers similar products that are
synonymous with those provided by taxis, but its products are
differentiated by the integration of modern technology in which
there is the use of the mobile app to link both the customers and
the drivers. The Uber application is compatible Android, I
phones and windows phone which helps it in running its
operations excellently and smoothly. It uses cashless technology
when it comes to handling issues related to service payments. In
the current market set up, it is clear that Uber offers low-cost
services as compared to its rivals in the market and also it has

the best-experienced drivers who help it to run the business.
The rise of internet and outsourcing services has motivated
companies willing to come up with creative ways to serve
customers in more efficient ways of improving the business
strategies of the firm. Stone, B. (2017). The upstarts:
Propose a new product or service for the new company division.
The division should be customer-focused with an innovative
mission statement. Ensure you are differentiating your product
or service.
In this paper, we are going to introduce a new product which is
an app that deals with parcels delivery. The Uber Company has
only two apps that help it to carry its day to day operations
which are the app for drivers and the app for passengers. For
this assignment, I would like to introduce a new product which
is an app for delivery of parcels. Uber app is a product that
would see it encounter stiff competition from rival to become
the best taxi and parcel delivery company in the market. It
would be in line with its innovative mission to expand its
primary operations to cater for all sections of the public
transport and parcel delivery which is still an essential market
gap that can be explored. The parcel apps would see the
company grow into the higher level with enhanced local and
international parcel delivery at a tap of a phone button. The
service charge for the parcels would be cashless as it would take
into account online payment methods just as those opting for
the other two apps operated by the company. (Mowery, N.,
Poling, S. R., & Reavis, P. (1994). Customer focused quality)
Describe how the division addresses customer needs and
achieves competitive advantage.
This app is essential in the addressing customer needs regarding
fast parcel delivery both locally and international. There have
been a lot of issues that have been related to parcel such as their
high cost of parcel delivery both locally and globally, others
refer to losing essential products in the process of trying to send
documents and other relevant products to friends, workmates
and family members throughout. By introducing such an app, it

would help to curb and downplay this disadvantage and improve
more customer delivery service. An integrated parcel
management would offer high- end parcel management services
which would pose a competitive advantage regarding the better
distribution of parcel across the globe; it would also enhance
complete customer solutions through integration with other
companies such as Google and Microsoft. A competitive
advantage would also be improved through low pricing strategy
for these services, and finally, it would enhance faster delivery
across borders as compared to the rival firm in the same market.
This product would also help to improve its operational base
and make it employ more workers to run its operations.
Create a vision and a business model for this new division that
demonstrates your decision on what you want your business to
become in the future.
A vision is essential for business; we are going to explore the
concept of introducing a parcel app to in the business world
which would be one of its kind ever in the market. In today
world, the world of apps development has been enamored, and it
is said to have affected all sectors of the economy in one way or
another. By introducing this app for Uber company would be
very significant as a growth strategy. Within the next five years
of its introduction, I think it would reap a lot concerning
revenues and as a core competency for the firm. The accrued
benefit that the business would enjoy is on a large market pool
for the product users and also low competition method for
individuals who rely on the traditional way for parcel delivery.
Developing a business model is so essential for any successful
operations of the business in any part of the continent. For this
case, we are going to look at the issues related to the
identification of sources of revenues, the intended customer
base, products and details of financing. On the subject of
revenues, the apps would facilitate cashless payment for the
users either the local payment means or international payment
means such as PayPal. The intended customers would be those
individuals who have a low satisfaction level concerning the

traditional methods of parcel delivery, and finally, the financing
for the development of this app would mainly be realized from
the private saving and also partnership with interested firms
such as Visa and MasterCard Company. (National Mission and
Justice Education Programme. (1981)
Define your guiding principles and values for your division in
the context of culture, social responsibility, and ethics
Guiding principles are essential in product development
process. In this case, investors are the in a position to develop
a product constitution which is significant in building a product
image and reputation in the market. The essence for establishing
a structure for a product is to reduce frictions and chaos that
may arise out of a product or a service use regarding cultural,
social and ethical aspects. Defining the guiding principles
requires critical and strategic thinking for it to be effective.
For this case study the guiding principles would be;
· The primary audience for this products would be the online
community that uses different social platforms
· The performance indicators would mainly be evaluated on the
reaction of both social media users and the already Uber
customers.
· The enabling factor would revolve around the issue of a large
number of online communities that are connected with internet
connectivity and had access to smartphones.
· The scorecard for this app would be evaluated quarterly to
determine its performance in the market
· The platform for this app would be on Android phones, I
phones, and windows phone to reach a lot of individual with
smartphones.
· Finally, for the app to perform exemplary in the market Uber
company would have to focus its energies on acquiring workers
with necessary skills required.
Explain how the vision, mission, and value of the new division
align with the company’s mission and vision.
Although new products and services require a lot of resources,
they are essential in shaping the company growth, mission, and

vision statements. Product development is the back-born for any
company and society as the enhance wealth creation and
expansion of the business operations. Some of the significances
that accrue with product development are; first, it creates value
for customers. The new and increasing profit is what keeps the
company growing, in the case the company does not have any
invention in the market, research says that the company is likely
to wilt and may eventually cease to exist.
Secondly, new product development is likely to have an impact
on the improvement of the social life. New products besides
giving customer gratification, the revenues generated by the
company may foster them to undertake corporate social
responsibility (CSR). The vision and mission of the
organization enhance the competitive advanced which may make
it have an easy time over their competitors. Mureta, C. (2012).
Importance of vision, mission, and values guide the division’s
strategic direction.
Visions, missions, and values play a crucial role in shaping a
company direction. Without the proper foundation of strong
values which is outlined in the vision and undertaken by the
mission, an organization cannot become successful. A company
that does not develop and values in developing a strategy cannot
be able to identify or be able to distinguish itself to both the
customers and to the employees. This section seeks to discuss
the importance of developing a vision, mission and values o a
business.
The mission statement is an essential part as it seeks to define
the business concerning the products, services and its target
customers, a mission statement is necessary for differentiating
itself from the competitors. Concerning the issue of a vision
statement for describing how the future of the company looks
like and if the company will be in a position to achieve its
mission. Finally, the guiding principles serve as a platform in
which a group can nature desired behaviors in an organization,
the building blocks for of values relate to honesty, integrity and
professional practice that is combined to develop the mission

statement of the company.
References
Dessaint, K. (2013). Behind the Wheel: From Uber/Lyft to Taxi.
Oakland: Kelly Dessaint.
Schneider, H. (2017). Uber: Innovation in Society. Cham:
Palgrave Macmillan.
Schneider, H. (2017). Creative destruction and the sharing
economy: Uber as disruptive innovation.

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