New market disruption

"New market disruption" occurs when a product fits a new or emerging market segment that is not being served by existing incumbents in the industry
The technological changes that damage established companies are usually not radically new or difficult from a technological point of view. 
They do, however, have two important characteristics: 
First, they typically present a different package of performance attributes—ones that, at least at the outset, are not valued by existing customers. 
Second, the performance attributes that existing customers do value improve at such a rapid rate that the new technology can later invade those established markets

10 Steps To Change the Corporate Culture

1-Identify the change goal/ reason:

First of all the change for change is not enough or even a reason , the change to be applicable should come from strong reasons or needs such as the macro change , or market change , merge , cost reduction , economical reasons etc… , and should be clear and full understanding from the decision makers in the organizations.

2. Understand the current culture

Before any action in changing the culture full understanding for the current change to identify what to keep from the current culture and what is needed to change and identify the gaps is a key to set the direction and actions needed.

 3. Core and strategic purpose for the change should be clearly articulated in a way the employees can understand:

As the main purpose should be clear in few statement as a vision of the change should be clear and can any level of employees understand as a first step of believe.