Probably not the name you're looking for, but I typically talk about this stuff in terms of local and global maxima. Low-risk optimisation efforts typically get trapped on some local maximum over time, while bold efforts get closer to the global one - the minority that doesn't fail, that is. Applies to build vs buy decisions and business in general quite nicely.

From what I've seen, businesses and projects usually become less risk averse the more established they are - they are economically incentivised towards that.

The silver lining for me is that there is always room for disruptors in this scenario.