Insights from MSI
Why Line Extensions Often Backfire
How can managers ensure that line extensions add value for customers? This study finds that companies' product management practices are key to developing clearly differentiated additions to existing product lines.
The Idea Itself: Predicting New Product Success
How can managers separate new product winners from losers early in the development process? Examine the product idea, suggests this new study. Researchers have developed a framework for classifying new ideas that offers a powerful predictor of the products eventual fate.
The Power of Curiosity: Motivating Consumers to Learn
This Web experiment demonstrated that curiosity can motivate consumers to search for information and learn about new products.
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