Ofek, Elie; Muller, Eitan; Libai, Barak - 2016
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 road -- Jumpstarting stalled adoption: getting the mainstream to take the …