Working Papers

Innovation Success: The Overlooked Role of the Retailer

Lien Lamey, Barbara Deleersnyder, Jan-Benedict E.M. Steenkamp, and Marnik G. Dekimpe

Jun 2, 2014

Examines the role of retailer-controlled drivers in the success of new product introductions by consumer packaged goods manufacturers. Models the retailer’s decision regarding innovation adoption and traces first-year performance across 13 major retail banners.

 

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