Chapter 5: Disruptive Innovation as an Instrument for Enhancing Organisational Culture and Business Competitiveness: The Transversality as an Identity Element of Assertive Organisations

Organisations’ assertiveness is gaining more importance as it drives clear and effective communication. Assertiveness can be explained as an emotion that allows individuals to express opinions, empathise with varied points of view and respect different perspectives while forming their ideas. It will enable employees to develop meaningful and sustainable workplace relationships as they feel free to express themselves within the limits of respect, engagement and confidence. Assertive communication is based on treating everyone as equal and worthy collaborators through constructive, team-oriented and respectful communication. Nevertheless, organisational assertiveness and assertive communication are based on the maxims of disruptive innovation, which describes the behavioural attributes of employees and organisations instead of collective intelligence and self-perception criterion. Therefore, this study assumes that organisational assertiveness and disruptive innovation can completely transform markets due to their intrinsic capacity to generate processes that transform a product or service.