Disruptive technologies and business models are fundamentally changing the established ‘rules of the game’ in many industries. Thus, finding an adequate response becomes a matter of survival to companies touched by disruptive innovation. The current research is attempting to reveal the factors determining the response strategy of local incumbent TV broadcasters to global disruptive innovation. In order to do so, these research objectives are pursued in order to answer the research question: to conceptualize the diversity of response strategies of incumbent firms to disruptive innovation; to conceptualize the key factors; to design research methodology for the analysis of these factors; and to reveal what factors determine the choice of response strategy by local incumbent TV broadcasters to global disruptive innovations. The research consists of the following parts: firstly, the concept of disruptive innovation is presented, the role of disruptive innovation in the generic strategy discourse is highlighted, and the diversity of response strategies and factors of incumbent firms to disruptive innovation is analysed. The latter concepts are integrated in the second part, in the theoretical conceptual framework. Thirdly, the qualitative research methodology is designed. Fourthly, based on the global pilot research and local multiple cases, the factors determining the choice of response strategies by local incumbent TV broadcasters to global disruptive innovations are revealed, and the conceptual framework is adjusted. Finally, conclusions and recommendations are provided