Christensen, Raynor and McDonald (2015) description disruption as …a process whereby a smaller company with fewer resources is able to successfully challenge established incumbent businesses. Specifically, as incumbents focus on improving their products and services for their most demanding (and usually most profitable) customers, they exceed the needs of some segments and ignore the needs of others. Entrants that prove disruptive begin by successfully targeting those overlooked segments, gaining a foothold by delivering more-suitable functionality—frequently at a lower price. Incumbents, chasing higher profitability in more-demanding segments, tend not to respond vigorously. Entrants then move upmarket, delivering the performance that incumbents’ mainstream customers require, while preserving the advantages that drove their early success. When mainstream customers start adopting the entrants’ offerings in volume, disruption has occurred. (p. 4) Drawing on material from this unit and the above description of disruption, choose ONE company/organisation that is a disruptor. Write a short essay response (no more than 800 words) that provides: a rationale/justification explaining why you think this company/organisation is disruptive; examples of the ways in which the company/organisation has been disruptive; the challenges and opportunities faced by the leaders to move ‘upmarket’; and a description of the company/organisation’s development with the stages Christensen et al (2015) outline in the above quote.