English to French Marketing Computers (general) Strategy

This is a new concept, I have not found any references yet, not to liken to "cutting-edge".
Basically these companies operate at the "edge" of "the traditional spectrum of business thinking". Probably similar in nature to "disruptive companies".
"Between the two, on the very edge of the corporate landscape there is a place where companies believe that the customer journey is the startpoint for that company’s activities."
I thought about "avant-garde", but that is not quite satisfying.