Innovation and Disruption
|In an age of disruption, marketers need new knowledge and new models on designing, developing, and bringing new products, services, and experiences to market. In addition, marketers are seeking new approaches to enable them to forecast, identify, and respond to market disruption and next-generation business models.|
Where Does Innovation Start: With Customers, Users, or Inventors?Apr 21, 2015 Stav Rosenzweig, Gerard J. Tellis, and David Mazursky, 2015, 15-108
Develops a framework with three agents – customer, inventor, and user – and three technologies – novel, imitative, and exaptive – that affect the origin of ideas for innovations; uses data on 180 innovations commercialized between 1900 and 1999.
How the Internet Has Changed the Marketing of Entertainment Goods: The Case of the Music IndustryJan 26, 2015 Dominik Papies and Harald J. van Heerde, 2015, 15-101
Investigates how broadband Internet has changed the relationship between record and concert revenues and the effectiveness of new releases, advertising, and TV and radio airplay, based on German data for close to 400 artists across seven years.
How Free Digital Products GrowJan 22, 2015 Gil Appel, Barak Libai, and Eitan Muller, 2015, 15-100
Using data on tens of thousands of digital products, provides evidence that freeware’s growth pattern departs from the traditional bell-shaped growth with a cumulative “s-shaped” pattern; identifies archetype growth patterns for such free products.
Marketing on the Internet of ThingsJan 19, 2015
Video featuring Donna Hoffman, George Washington University
From MSI’s “Immersion” conference on September 19, 2014 (Edited)
Marketing: On the Cusp of a New “Golden Age”Nov 18, 2014 Jesko Perrey, Senior Partner & Global Knowledge Leader, McKinsey & Company
The coming period of marketing progress will depend on a critical balance of five elements: substance, story, science, speed, and simplicity. McKinsey’s Jesko Perrey shares insights and anecdotes on these five topics based on rich experience, detailed McKinsey analysis, and a series of CMO interviews.
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