Bergstein, Heather; Estelami, Hooman - In: Journal of Product & Brand Management 11 (2002) 5, pp. 303-319
New‐to‐the‐world products are innovations that represent leapfrogging advancements in product design, which often result in significant gains in consumer utility. Such new products are critical not only because of their ability to become a means for market share gain and revenue growth,...