Innovation is all about products and services that deal with the implementation of some major processes which has to do with the firm's competitive advantage (Maury, 2018) Researchers, (Mennens, Gils, Schröder, & Letterie 2018: Győri, Czakó, & Horzsa 2019) have made suggestion that firms that usually engage in developing innovative products and services are inclined to compete more successfully and are usually faced with competition through the development of new products and services. To keep their competitive edge, successful firms must be in a continuous race for improvement because innovation is a clear and present danger to all firms. The concept of disruptive innovation, as illustrated in Hacklin, Björkdahl, and Wallin, (2018) describes a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors.