Résumé
This article explores an emerging research question in the strategic management field: how do some firms succeed in changing the competitive rules of the game? Our contribution lies in studying the case of dominant firms. We attempt to identify the various challenges encountered at the different stages of a disruptive strategy. The study of the diffusion of multiplexes in the sector of French movie theatres illustrates our discussion. Method triangulation provides results that concern both the causes of disruption, key success factors during the process and its implications.