Companies are susceptible to losing their customers as a result of disruptive technologies. In The Innovator's Dilemma, Christensen demonstrates that companies are overtaken despite doing everything right - listening to customers and investing in the highest-return projects. By studying the disruptive process, Christensen shows how companies can defend themselves from disruptive technologies.
In this final chapter (prior to the summary chapter), Christensen brings together all of the learnings described in the rest of the book to determine a strategy for selling an electric automobile. A summary of this chapter here would not do it justice, so I strongly encourage the reader to read it for himself.