The disruptor Company that changes the way a business is run, altering fundamental ways in which the product or service is delivered The status quo is ineffective and inefficient, and disruption will change the business (while making money). The low-cost player Company that has found a way to reduce the cost of doing business and is willing to cut prices on the expectation that it can sell a lot more Increased sales will more than make up for lower margins. The missionary Company that presents itself as having a larger, more noble mission than just making money They will make money while doing
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