New Product Development
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
Disruptive technologies are always on the horizon, and incumbents often stumble during technological change. Based on multi-country data, this study offers a new consumer segmentation typology - pure switchers, bold and doubtful leapfroggers, cautious and maven innovators - and shows how each may contribute to cannibalization and disruption of incumbents.
What Makes An Experience Irresistible?May 16, 2018 Adam Alter, New York University
Why do people return to some ideas, products, experiences, and brands over and over again, while others fade from memory and interest almost immediately?
Best of MSI: Innovation: Harbingers of Failure and SuccessJan 30, 2018 Eric T. Anderson, Northwestern University
A fundamental premise of new product development is that positive feedback—and strong initial sales—bode well for a product’s future success. Eric Anderson will discuss research that challenges this assumption.
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