Coskun Samli, A.; Weber, Julie Ann E. - In: Journal of Product & Brand Management 9 (2000) 1, pp. 35-55
Posits that developing breakthroughs is much more costly and risky than introducing simple product line extensions. Therefore, breakthroughs need to be managed differently. After developing a model to manage breakthroughs, generates a series of hypotheses and tests them against the information...