The Innovator's Dilemma covers that too though. It's usually the case that the incumbent does invent the disruptive technology. Actually selling it in scale ends up not happening and often the eventual winner is actually formed by old employees of the incumbent who see the opportunity and can't get the organization to move on it, so they form a new one. To me that was the most amazing part of the book, that the barrier wasn't the technology itself, it was all incentives/politics/etc that made it not work.