Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services - Couverture rigide

Ofek, Elie; Muller, Eitan; Libai, Barak

 
9780226618296: Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services
Couverture rigide
ISBN 10 : 0226618293 ISBN 13 : 9780226618296
Editeur : University of Chicago Press, 2016

Synopsis

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 polarizing, as, all too quickly, skepticism regarding their commercial viability starts to creep in. And while fortunes depend on people's ability to properly assess their prospects for success, no one can really agree on how to do it, especially for truly radical new products and services.

In Innovation Equity, Elie Ofek, Eitan Muller, and Barak Libai analyze how a vast array of past innovations performed in the marketplace--from their launch to the moment they became everyday products to the phase where consumers moved on to the "next big thing." They identify key patterns in how consumers adopt innovations and integrate these with marketing scholarship on how companies manage their customer base by attracting new customers, keeping current customers satisfied, and preventing customers from switching to competitors' products and services. In doing so, the authors produce concrete models that powerfully predict how the marketplace will respond to innovations, providing a much more authoritative way to estimate their potential monetary value, as well as a framework for making it possible to achieve that value.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Elie Ofek is the T. J. Dermot Dunphy Professor of Business Administration at Harvard Business School.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
University of Chicago Press
Date d'édition
2016
Langue
anglais
ISBN 10 
0226618293
ISBN 13 
9780226618296
Reliure
Relié
Nombre de pages
352
Coordonnées du fabricant
non disponible
Personne responsable
non disponible