The Role of the Digital Economy in Market Disruption: Analyzing a Case Study That Demonstrates the Role of New Digital Base Entrants

Abstract

The role of the digital economy is undoubtful these days, with new digital services and technologies appearing regularly, creating new products, and digitalizing others. With the technology exploring new limits, the growth tendency of this economy is clear, and more incumbents will face serious competition, which can’t be ignored. Several of these startups have untapped markets that are not being addressed, exploring that disruption leads to more innovative solutions that will likely lead to better services for people and organizations. Those startups might, though, move up the ladder and take away the market from those incumbents; with this work, we aim to analyze the role of digital economies in market disruption through the lenses of a case study and understand to what extent that case is looking at disrupt an existing market