Innovation equity : assessing and managing the monetary value of new products and services /

"From drones to wearable technology to Hyperloop pods that can potentially travel more than seven hundred miles per hour, we're fascinated with new products and technologies that seem to come straight out of science fiction. But, innovations are not only fascinating, they're polarizin...

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Bibliographic Details
Call Number:Libro Electrónico
Main Authors: Ofek, Elie (Author), Muller, Eitan (Author), Libai, Barak (Author)
Format: Electronic eBook
Language:Inglés
Published: Chicago : The University of Chicago Press, 2016.
Subjects:
Diffusion of innovations.
Diffusion of innovations > Econometric models.
Technological innovations > Economic aspects.
New products > Marketing.
New products > Prices.
Innovations > Diffusion.
Innovations > Diffusion > Modèles économétriques.
Innovations > Aspect économique.
BUSINESS & ECONOMICS > Industries > General.
Online Access:Texto completo
Table of Contents:
  • The basic diffusion pattern of an innovation
  • The whole is bigger than the sum of its (diffusion and customer lifetime value) parts
  • Don't just stand there: do something! Growing innovation equity through marketing actions
  • Foreseeing bumps and potholes along the diffusion road
  • Jumpstarting stalled adoption: getting the mainstream to take the plunge
  • Survival in the presence of a rival: valuing innovations at the brand level
  • Leaping ahead to valuing the next generation
  • Innovation equity makes the world go 'round
  • Making the framework "work" for you
  • Appendix: Math and more.

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