Golder, Peter N.; Shacham, Rachel; Mitra, Debanjan - In: Marketing Science 28 (2009) 1, pp. 166-179
Innovation research tends to consider only the post-commercialization period or examine a few innovations through case studies. In this study, we examine 29 radical innovations from initial concept to mass-market commercialization. We find that these innovations were developed over an average of...
