Bower and Christensen provide a good method for identifying and cultivating disruptive technologies: determining whether the technology is disruptive or sustainable. It is important to decide which technologies are disruptive. Companies should not use the same method used to identify potential sustaining technologies because it may not work for disruptive technologies. The most common method should be used to examine internal disagreements between the two parties responsible for marketing, financial and technical on new technologies. Whatever technology presents this mismatch, the company should consider investing in new technologies. (Bower, Christensen,