Innovations typically embody novel features or cutting-edge components aimed at delivering desired customer benefits. Oftentimes, however, we observe the need to recall new products shortly after their launch. Indeed, a firm may rush an innovation to market in an attempt to preempt rivals and...

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...

From drones to wearable technology to Hyperloop pods that can potentially travel more than seven hundred miles per hour, we’re fascinated with new products and technologies that seem to come straight out of science fiction. But, innovations are not only fascinating, they’re polarizing, as,...