It's a buzzword in marketing, and it's a buzzword in corporate strategy. Or "soundbite", if you wish. It's not as if the latter was a hard science.

> Incremental and Disruptive

I'm guessing you're taking this from a particular philosophy, perhaps a particular known book. Even if the word makes sense in there, it's not necessarily how other people are using it.

For comparison, if you look at the first paragraph of Wikipedia's article on innovation, you'll find so much wiggle room in there that you could call every business "innovative".