Much of the research on new product introductions to date has focused on improving the initial go/no-go decision in order to reduce the probability of post-launch failure. However, one of the main problems associated with early-period assessments is the lack of data to enable further prediction....

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,...

Consumer choice is influenced in a direct and meaningful way by the actions taken by others. These “actions” range from face-to-face recommendations from a friend to the passive observation of what a stranger is wearing. We refer to the set of such contexts as “social interactions” (SI)....

One of the main problems associated with early-period assessment of new product success is the lack of sufficient sales data to enable reliable predictions. We show that managers can use spatial dimension of sales data to obtain a predictive assessment of the success of a new product shortly...

The interest in social networks among marketing scholars and practitioners has sharply increased in the last decade. One social network of which network scholars increasingly recognize the unique value is the academic collaboration (coauthor) network. We offer a comprehensive database of the...

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...