Bower and Christensen provide a good method for spotting and cultivating disruptive technologies: Determine whether the technology is disruptive or sustainable. It is important to decide which technologies are disruptive. Companies should not use the same method used to identify potential sustainable technologies because it cannot work for disruptive technologies. The most common method should be used to examine internal disagreements between two marketing parties, financial managers and technical managers over new technologies. Regardless of the technology that presents this disagreement, the company should consider investing in new technologies. (Bower, Christensen,