Much of the research on new product introductions to date has focused on improving the initial go/no-go decision in order to reduce the probability of post-launch failure. However, one of the main problems associated with early-period assessments is the lack of data to enable further prediction....

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...

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,...