Firms are constantly creating innovations in order to take a sustainable competitive advantage in a rapidly changing market environment. As a result, emerging new products constantly challenge market standards that have been considered as norms through confrontation and conflict with existing products in markets. The purpose of this study is to extend the concept of disruptive innovation pioneered by Clayton Christensen, and to suggest a new conceptual framework that classifies four different types of disruptive innovation from a market perspective. Disruptive innovations can be classified into four types based on the number of disrupted markets and the degree of disruption within the disrupted market; single-partial disruption, single-complete disruption, multi-partial disruption, and multi-complete disruption. We used low cost carrier service, diesel car, LCD monitor, USB flash memory, digital multifunctional printer, gas oven range, smartphone, and laptop as examples of each type of disruption. The contribution of current study is to enhance understandings of the notion of disruptive innovation from market and consumer perspectives, and to provide some practical insights into how firms can vision the impact of disruptive innovation they pursue, and prepare appropriate product launch, positioning, pricing, and marketing strategies.