This is the basis for "The Innovator's Solution", and another word for it is "disruption". In the book, Christensen argues that existing suppliers target ever-h

This is the basis for "The Innovator's Solution", and another word for it is "disruption". In the book, Christensen argues that existing suppliers target ever-higher quality (because they have the technology to do so), leaving room for "good-enough" vendors to undercut them and take away their volume product-by-product, meanwhile funding them to develop ever-better products.