Sustaining technology refers to innovations that improve existing products or services in ways that meet the needs of current customers. These advancements typically enhance performance, efficiency, or usability without fundamentally changing the market. Examples include upgrades to smartphones or improvements in automobiles that make them more fuel-efficient. Unlike disruptive technologies, which create new markets and value networks, sustaining technologies focus on maintaining and enhancing established products. Companies often invest in sustaining technology to retain their competitive edge and satisfy customer demands, ensuring they remain relevant in their respective industries.