It is a company's customers who effectively control what it can and cannot do.
Clayton Christensen, Michael Raynor, Jeff Dyer, Hal Gregersen (2013). “Disruptive Innovation: The Christensen Collection (The Innovator's Dilemma, The Innovator's Solution, The Innovator's DNA, and Harvard Business Review article "How Will You Measure Your Life?") (4 Items)”, p.113, Harvard Business Press
