Company growth strategies are often centered on bringing to market new products and services. Yet, firms tend to struggle with assessing the commercial potential of the innovations they plan to launch. To shed light on this important business topic, Elie Ofek will present a novel framework that combines a wealth of research from two marketing domains: innovation diffusion and customer relationship management. This Innovation Equity framework, based on a recent book he co-authored, provides a powerful approach for placing a monetary value on an innovation (both pre and post launch) and for thinking through the impact of marketing actions, competition, and global efforts.

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