The importance of timing in retail innovation : The benefits and risks of being first innovators as compared to imitators

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The study focuses on the marketing management perspective with the object to understand the best timing for successful innovation, and to figure out some practices able to support this choice and decrease any risks involved. Starting from a qualitative approach involving a multiple-case study analysis in the fashion retail industry, interesting insights are drawn for managing innovation in retail settings. Such insights have considerable relevance to marketing scholars and practitioners, as they provide indications on the best innovation strategy to be adopted to generate the desirable outcomes. Practicalimplications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.