Insights from MSI

Insights from MSI (Summer 1999)

Why Line Extensions Often Backfire
1999  [99-inssc]
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
1999  [99-inssb]
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 product’s eventual fate.

The Power of Curiosity: Motivating Consumers to Learn
1999  [99-inssa]
This Web experiment demonstrated that curiosity can motivate consumers to search for information and learn about new products.

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