From Boots to Boden: the rise of digital incumbents

While the focus has been on disruptors, legacy companies are making a comeback across the digital landscape


illustration of digital incumbents

There’s a new type of player in the digital landscape – or rather, a new type of old player.

Recent years have seen an influx of digital natives disrupting industries, turning traditional business models on their head. Among the best known are Uber, Netflix and Airbnb, companies that have overtaken their legacy rivals when it comes to technological innovation and forced rapid changes in how we consume products and services.

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