Firms routinely demonstrate new product concepts in trade shows long before their eventual launch, presumably to signal the market about their innovative activities. Focusing on the automotive industry, we investigate the effects of automotive concept demonstrations in auto shows on the abnormal...

Trade shows are a popular venue for firms to demonstrate their portfolio of market-ready new products as well as product concepts under different stages of development. Utilizing auto shows as a context, the authors investigate the effects of concept and product demonstrations on the...

This study explores how firms manage the entire life cycle of innovation projects based on the framework of harvesting and planting innovation. While harvesting innovation seeks new products in the expectation of financial performance in the short term, planting innovation pursues creating value...