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Innovation

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1. New MSI Book: Innovation Diffusion and New Product Growth
Eitan Muller, Renana Peres, and Vijay Mahajan, 2009 [09-601]
Develops a framework for understanding how diffusion occurs in today’s markets. Reviews classic and more recent diffusion models, and investigates the mechanisms that underlie new product growth—with particular attention to current market trends such as information proliferation, globalization, competition, social networks, and growth in service markets.
Relevant Knowledge Series
2. Customer Insights for Innovation Members Only
Paulina Celedon and Sarah J.S. Wilner, 2009 [09-302]
Summarizes the proceedings of MSI's conference, "Customer Insights for Innovation," held June 18-19, 2009, in Miami, Florida.
 Conference Summary
3. Diffusion Forecasts Using Social Interactions Data
Olivier Toubia, Jacob Goldenberg, and Rosanna Garcia, 2009 [09-210]
Extends the discrete-time versions of the Bass Model, the Asymmetric Influence Model, and the Karmeshu-Goswami Model to incorporate data on social interactions; tests approach in two field studies.
 Special Report
4. Survival in Markets with Network Effects: Product Compatibility and Order-of-Entry Effects
Qi Wang, Yubo Chen, and Jinhong Xie, 2009 [09-110]
Using data from 45 markets, suggest that a pioneer’s survival (dis)advantage is jointly affected by network effects and two different types of product compatibility: cross-generation and within-generation.
 Working paper
5. The “Right” Consumers for the Best Concepts: Identifying and Using Emergent Consumers in Developing New Products
Donna L. Hoffman, Praveen K. Kopalle, and Thomas P. Novak, 2009 [09-106]
Develops and validates a scale to measure the construct of "emergent nature"; compares product concepts developed by consumers high in emergent nature with those developed by other consumers.
 Working paper
6. Innovation and Co-Creation Members Only
Prepared by Gursel Ilipinar, Sarah Moore, and Jifeng Mu, 2008 [08-304]
Summarizes the proceedings of MSI's conference, "Innovation and Co-Creation," held June 16-18, 2008 in Seattle, Washington.
 Conference Summary
7. Design Meets Marketing: Service Innovation by Design Members Only
Gursel Ilipinar, Gaia Rubera, and Sarah J.S. Wilner, 2008 [08-300]
Summarizes the proceedings of the Marketing Science Institute’s conference on “Design Meets Marketing: Service Innovation by Design” held October 15-17, 2007 in Palo Alto, California, and co-chaired by Peter Lawrence of the Corporate Design Foundation.
 Conference Summary
8. Innovation and the Ratchet Effect: How Firms Trade off Value Creation in Financial and Product Markets
Christine Moorman and Fredrika J. Spencer, 2008 [08-116]
Uses 12 years of data on firm innovations, firm stock returns, and estimated firm returns to examine the stock market and revenue implications of firms ratcheting levels of innovation over time.
 Working paper
9. Do Innovations Really Pay Off? Total Stock Market Returns to Innovation
Ashish Sood and Gerard J. Tellis, 2008 [08-106]
Demonstrates that stock markets react positively to innovation projects, using Fama-French Momentum Four-Factor Model on 5,481 announcements from 69 firms, during the period 1977-2006.
 Working paper
10. Responses to Questions from Innovation Session Breakout Members Only
2008 [08-1014inn]
 Commentary
11. Closing the Growth Gap Members Only
2007 [07-inswf]
 Insights from MSI newsletter
12. How Much Do CEOs Matter to Innovation? Members Only
2007 [07-inssuc]
This study suggests that forward-thinking CEOs are the main drivers of successful innovation in firms.
Insights from MSI newsletter
13. Global Takeoff of New Products: Culture's Consequences, Wealth of Nations, or Vanishing Differences?
Deepa Chandrasekaran and Gerard J. Tellis, 2007 [07-121]
Analyze how and why new product takeoff varies across products and countries based on examination of 16 new products across 31 countries (430 categories).
 Working paper
14. Growth Acceleration across Technology Generations
Stefan Stremersch and Eitan Muller, 2007 [07-111]
Examines two early-diffusion metrics—time-to-takeoff and saddle occurrence—in 41 technology generations in 13 markets to gain insight into the relative importance of vintage and generation to diffusion acceleration.
 Working paper
15. Managing the Future: CEO Attention and Innovation Outcomes
Manjit S. Yadav, Jaideep C. Prabhu, and Rajesh K. Chandy, 2007 [07-110]
Uses data from 176 retail banks to examine CEO’s attentional focus and subsequent innovation outcomes.
 Working paper
16. What Drives Word-of-Mouth? Members Only
Sarit Moldovan, Jacob Goldenberg, and Amitava Chattopadhyay, 2006 [06-inssua]
How do product originality and usefulness generate marketing buzz?
 Insights from MSI newsletter
17. Why Innovative New Products Fail Members Only
2006 [06-insspc]
Developers view their innovation as the “status quo” while consumers prefer the product they already use.
 Insights from MSI newsletter
18. Essential Readings in Marketing
Edited by Leigh McAlister, Ruth N. Bolton, and Ross Rizley, 2006 [06-601]
Includes abstracts of over 200 award-winning papers in marketing, organized by research topic, with chapter introductions by the editors.
 Book
19. Building Long-term Firm Value Through Innovation
Alina A. Sorescu and Jelena Spanjol, 2006 [06-122]
Assesses long-term economic rents to firms’ aggregate innovation output, including competitors’ innovative activity, innovation type (incremental versus breakthrough), and how innovation are deployed in product categories in the analysis.
 Working paper
20. Closing the Growth Gap: Balancing "Big I" and "small i" Innovation
George S. Day, 2006 [06-121]
Describes the processes and strategies needed to support organic growth initiatives; offers examples from several organizations.
 Commentary
21. What Drives Word-of-Mouth? The Roles of Product Originality and Usefulness
Sarit Moldovan, Jacob Goldenberg, and Amitava Chattopadhyay, 2006 [06-111]
Explores how two dimensions of innovation—originality and usefulness—affect consumer word-of-mouth and, hence, the adoption of a new product.
 Working paper
22. Can Incumbent Firms Appeal to Mainstream and Emerging Customers? Members Only
2005 [05-inswa]
What abilities do established firms need in order to produce radical and disruptive innovations?
 Insights from MSI newsletter
23. A New View of Technological Evolution Members Only
2005 [05-insspc]
Contrary to popular theory, new technologies don’t evolve along a simple S-curve.
 Insights from MSI newsletter
24. Customer Satisfaction and "Feature Fatigue" Members Only
2005 [05-insfa]
Can a feature-loaded product be too much of a good thing?
 Insights from MSI newsletter
25. Research on Innovation: A Review and Agenda for Marketing Science
John Hauser, Gerard J. Tellis, and Abbie Griffin, 2005 [05-200f]
Offers an integrative review of 15 innovation research topics grouped into four fields—product development, organizations and innovation, market entry and defense strategies, and consumer response to innovation. Summarizes key concepts and future research challenges.

Please note: The full paper is available only to members.

 Special Report
26. Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing
Debora Viana Thompson, Rebecca W. Hamilton, and Roland T. Rust, 2005 [05-101]
In three studies, examines how consumers weigh product capability and product usability when evaluating products prior to use and when evaluating products after use.
 Working paper
27. The S-Curve of Technological Evolution: Strategic Law or Self-Fulfilling Prophecy?
Ashish Sood and Gerard J. Tellis, 2004 [04-116]
Examines product performance data for 23 technologies to shed light on the process of technological evolution.
 Working paper
28. Innovation: The Case of the Fosbury Flop
Jacob Goldenberg, Oded Lowengart, Shaul Oreg, Michael Bar-Eli, Shmuel Epstein, and Richard D. Fosbury, 2004 [04-106]
Examines the development of athlete Richard Fosbury's medal-winning high jump at the 1968 Olympics as a case study in innovation.
 Working paper
29. Can Incumbents Introduce Radical and Disruptive Innovations?
Vijay Govindarajan and Praveen K. Kopalle, 2004 [04-100]
Investigates what abilities a strategic business unit needs in order to foster innovations valued by emerging customer segments as well as mainstream customers; uses survey of 138 SBUs in 23 Fortune 500 corporations.
 Working paper
30. Does Distance Still Matter? Geographic Proximity in New Product Development
Shankar Ganesan, Alan J. Malter, and Aric Rindfleisch, 2003 [03-125]
Investigates 155 firms in U.S. optics industry to examine the role proximity plays in enhancing new product creativity and development speed.
 Working paper
31. Who Introduces More Radical Innovations and Who Gains More from Them?
Alina B. Sorescu, Rajesh K. Chandy, and Jaideep C. Prabhu, 2003 [03-118]
Using pharmaceutical industry data over 10-year period, examines the role firm dominance, financial value, and product support and scope play in the commercial success of radical innovations.
 Working paper
32. What Will the Future Bring? Dominance, Technology Expectations, and Radical Innovation
Rajesh K. Chandy, Jaideep C. Prabhu, and Kersi D. Antia, 2002 [02-122]
Examines the effects of (1) investments and market share in current technology, (2) overall wealth, and (3) managers' technology expectations on dominant firms' propensity to innovate.
 Working paper
33. The Market Evolution and Sales Take-off of Product Innovations
Rajshree Agarwal and Barry L. Bayus, 2002 [02-111]
Examines how price decreases and new firm entry (and the resulting outward shifts in the demand curve) affect initial sales take-off time for product innovations.
 Working paper
34. Global Innovation of New Products and Services Members Only
Gerald Gruber, Frank Lateur, and Mariana Revesz, 2001 [01-114]
Summarizes proceedings of Marketing Science Institute's Conference on "Global Innovation of New Products and Services" held on October 1-2, 2001, in London.
Conference Summary
35. Cross-functional Product Development Teams and the Innovativeness of New Consumer Products Members Only
Rajesh Sethi, Daniel C. Smith, and C. Whan Park, 2001 [01-112]
Examines how new product innovativeness is affected by the characteristics of a cross-functional development team and contextual influences on the team, based on survey of 141 teams in consumer goods industry.
 Working paper
36. Ready, Set, Go! Creativity, Innovation, and New Products Members Only
Amar Cheema and Barney Pacheco, 2000 [00-113]
Summarizes nine presentations on how to convert firms' understanding of emerging customer needs into innovative products that will succeed in the marketplace.
 Conference Summary
37. A Linkage Model of Corporate New Ventures
Anurag Sharma, 2000 [00-112]
Analyzes case studies of nine internal ventures in eight large firms to provide insight on how new venture teams lead business initiatives in established companies.
 Working paper
38. The Incumbent's Curse? Incumbency, Size, and Radical Product Innovation
Rajesh K. Chandy and Gerard J. Tellis, 2000 [00-100]
Critically examines the perception that large, incumbent firms rarely introduce radical product innovations; uses historical analysis of 93 radical innovations in the consumer durables and office products categories.
Working paper
39. Organizational Capacities for Sustained Product Innovation
Deborah Dougherty, 1998 [98-118]
Develops new constructs defining the work of innovation within an organization; explores the organizational capacities of a variety of companies that range in their innovative abilities in order to articulate how to organize for sustained product innovation.
 Commentary
40. Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies
David Glen Mick and Susan Fournier, 1998 [98-112]
Develops a framework of consumer experiences with technology; identifies and organizes the behavioral strategies consumers use to cope with the "paradoxes" (e.g., control/chaos) offered by technology ownership.
 Working paper
41. Organizing for Radical Product Innovation
Rajesh K. Chandy and Gerard J. Tellis, 1998 [98-102]
Proposes an explanation for radical innovation that is based on organizational and strategic factors; suggests that key factor is willingness to cannibalize specialized investments.
 Working paper
42. Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables
Peter N. Golder and Gerard J. Tellis, 1997 [97-127]
Analyzes takeoff-or dramatic increase in sales-in really new consumer durables. Examines time-to-takeoff as well as price reduction, nominal price, and penetration at takeoff. Offers a model for predicting takeoff one year ahead and at product's introduction.
 Working paper
43. Organizational Innovation for Effective New Product Development Members Only
Rajesh Chandy and Anne Stringfellow, 1995 [95-120]
Summarizes 12 presentations on the new product development process, including work on factors that contribute to its success and on the management of cross-functional development teams.
 Conference Summary
44. Technological Consumer Products in Everyday Life: Ownership, Meaning, and Satisfaction
David Glen Mick and Susan Fournier, 1995 [95-104]
Describes findings from a three-and-a-half year study of satisfaction with technological products, using pre-purchase and post-purchase interviews to examine sociocultural milieu, personal contexts, and meaning in product satisfaction.
 Working paper
45. And Now for Something Completely Different: Really New Products Members Only
Marjorie Adams and Joe LaCugna, 1994 [94-124]
Summarizes presentations dealing with the challenges involved in developing and introducing really new products.
 Conference Summary
46. Interpretive Barriers to Successful Product Innovation
Deborah Dougherty, 1989 [89-114]
Identifies specific organizational and social factors that impede interdepartmental collaboration on new products and suggests ways of overcoming them.
 Working paper
47. Leapfrogging Behavior and the Purchase of Industrial Innovations
Allen M. Weiss and George John, 1989 [89-110]
Attempts to understand and explain leapfrog behavior, or the practice of deferring the purchase of available technology in anticipation of future improvements.
 Working paper
48. Central Problems in the Management of Innovation
Andrew H. Van De Ven, 1985 [85-109]
Discusses basic problems most general managers face in managing innovation; proposes a number of solutions for managing innovation within organizations.
 Working paper

Browse by different subject