In the era of Big Bang Disruption, new disrupters attack existing markets not just from the top, bottom and sides, but from all three at once; their offerings can be simultaneously better, cheaper and more customised, according to Larry Downes and Paul Nunes in their book Big Bang Disruption: Strategy in the Age of Devastating Innovation. If you want to avoid becoming a victim, you need to learn how to create, launch and compete using your own Big Bang disruptions.
My full review of the book is available at my business book reviews website.