Out with the New, In with the Old: The Impact of Incremental Innovations on Market Share Gains – MSI

Working Paper

Out with the New, In with the Old: The Impact of Incremental Innovations on Market Share Gains

Rodrigo Farinha, Leandro Guissoni, Jonny Rodrigues and Thales Teixeira

Sep 11, 2025

Download

Analyzes product introductions and share changes over six years in the Brazilian crop protection market to determine the relative impact of radical versus incremental innovation.

Topics

B2B & Sales Competition & Markets innovation & new product development

research recap

The Key to Growing Market Share? New and (Incrementally) Improved

Incremental innovation that creates cost-effective, tangible customer value is the key to growing market share, especially for non-dominant companies in mature R&D intensive business sectors. Rather than relying on brand or R&D spend alone, keeping close to customers can help identify informed buyers and influencers who will act as advocates.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.