Abstract

Innovation is widely recognized as a critical driver of business success and competitive advantage. While disruptive innovations—those that radically transform industries or create entirely new markets—often capture the spotlight, incremental innovation plays a fundamental and often underappreciated role in driving sustained growth and efficiency. Incremental innovation refers to the process of making gradual, iterative improvements to existing products, services, processes, or business models (Christensen, 1997; Tidd & Bessant, 2018).