New Product Development
Why Digital Goods Are Valued Less Than Physical GoodsJun 14, 2019
Carey Morewedge, Boston University
Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good.
Best of MSI - Leading Mass DisruptionJan 24, 2019
Stan Joosten, Innovation Manager, Global eBusiness, The Procter & Gamble Company
Mass marketing is being disrupted, and P&G’s objective is to lead that disruption. In this session Stan will provide a glimpse of the reinvention taking place at the world’s largest marketer.
Best of MSI - The Psychology of Innovation: Applications to Technology and HealthcareJan 10, 2019
Stacy Wood, North Carolina State University
The psychological side of innovation is a powerful, but often overlooked, factor in the successful launch and adoption of new products and services.
The Value of Compatibility to a Tied-good MarketNov 16, 2018 Yufeng Huang, University of Rochester
The evolution of consumer expertise ("human capital") plays a crucial role in product diffusion. Yufeng Huang will present research that measures consumer expertise in digital camera usage and quantifies its impact on the adoption, usage, and switching decisions.
Customer Segmentation, Leapfrogging, Switching, and Cannibalization in the Context of Disruptive Technological ChangeOct 25, 2018 Deepa Chandrasekaran, Gerard J. Tellis, and Gareth M. James, 2018, 18-134-10
Based on a multi-country dataset, this study models five adopter segments for successive technologies and shows how each may contribute to cannibalization and disruption of incumbents.
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