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.|
5 Things I Know About Marketing - Adobe CMO Ann LewnesMay 06, 2014
Adobe CMO and Senior VP Ann Lewnes shares some of her core beliefs about marketing.
Pricing Online Content: Fee or Free?Oct 23, 2013 Anja Lambrecht and Kanishka Misra, 2013, 13-122
Estimates how free versus paid content affects site viewership and empirically quantifies the trade-off between advertising and subscription revenues, using data set from ESPN.com.
The Right Marketing Mix for Platform FirmsDec 02, 2012
Firms operating in two-sided markets face a novel challenge in allocating marketing resources between their two customer groups. Shrihari Sridhar, Murali Mantrala, Prasad Naik, and Esther Thorson develop a model that allows the two investment decisions to affect one another.
Innovation as a Business Design ChallengeSep 07, 2012
"Not enough companies think about innovation as a business design challenge," says Professor Rob Wolcott, founder and executive director of Northwestern University's Kellogg Innovation Network.
Demystifying Disruption: A New Model for Understanding and Predicting Disruptive TechnologiesJan 1, 2010 Ashish Sood and Gerard J. Tellis, 2010, 10-102
Develops a schema to explain the dynamics of competition between new and dominant technologies; defines types of technologies, two types of attacks (lower and upper), and three domains of market disruption (technology, firm, and demand). Tests a correlated hazards model using historical data on 36 platform technologies from seven markets, and proposes a predictive model.
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