Sometimes reinventing the wheel just means putting your own spin on it.

According to a study recently released by IBM and partners from Columbia, Harvard, and Wharton business schools, most of the competition incumbent execs feel isn't coming from startups. Instead, conversations with more than 12,500 participants from six C-suite roles worldwide suggest that disruption is really reinvention—something older and more established companies understand well.

Trusted brands that are open to change can orchestrate advantage as well as (and sometimes better than) any newcomer, as long as they stay close to customers, act quickly, and experiment deliberately.

IBM Incumbents Strike Back study cover

For more info, the report is available here.