Council of Supply Chain Management Professionals (CSCMP) Practice Exam 2025 - Free CSCMP Practice Questions and Study Guide.

Sustaining innovations are primarily focused on enhancing and refining existing products, processes, or services. This type of innovation seeks to improve the performance or functionality of what is already available in the market, thereby meeting the needs of existing customers more effectively. Sustaining innovations help companies maintain their competitive edge by allowing them to enhance their offerings incrementally, thus ensuring customer satisfaction and loyalty.

For instance, a smartphone manufacturer might release a new version of a phone with better battery life, a faster processor, or improved camera capabilities. These improvements do not create new markets but instead build upon the company's existing products.

The other options reflect different innovation types. Introducing a completely new product is more aligned with breakthrough innovations, which often aim to create significant shifts in technology or market space. Creating a brand-new market pertains to disruptive innovations, which completely change the landscape by serving new customer segments. Disrupting brand loyalty involves strategies that lead to customer shifts away from established brands, which is distinct from the focus of sustaining innovations.