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

Introduction -- 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