Research on Innovation: A Review and Agenda for Marketing Science
Waltham, MA (PRWEB) March 12, 2009
The paper "Research on Innovation: A Review and Agenda for Marketing Science," co-authored by Applied Marketing Science Co-Founder and MIT Professor John Hauser, was recently selected by Thomson Reuters' ScienceWatch as a featured "Fast Breaking Paper." The paper, which was published in the November-December 2006 edition of the prestigious journal Marketing Science, discusses important research areas in the field of innovation in business, including:
- Consumer response to innovation, including attempts to measure consumer innovativeness, models of new product growth and recent ideas on network externalities
- Organizations and innovation, which are increasingly important as product development becomes more complex, and tools more effective but demanding
- Market entry strategies, including research on technology revolution, marketing science research on strategies for entry, and issues of portfolio management
- Prescriptive techniques for product development processes, which have been transformed through global pressures, increasingly accurate customer input, Web-based communication for dispersed and global product design, and new tools for dealing with complexity over time and across product lines; and
- Defending against market entry and capturing the rewards of innovating, which includes extensive marketing science research on strategies of defense, managing through metrics, and rewards to entrants.
For more information about this paper or to access a copy, please visit the MIT website.
About Applied Marketing Science
Applied Marketing Science is one of the leading product and process innovation consulting firms in the world, with proven methodologies for gathering the Voice of the Customer, training and coaching clients in VOC methods, and idea generation and evaluation using state-of-the-art, online tools. Over the past twenty years, we have helped hundreds of clients in a broad range of industries incorporate "best practices" into their product development processes. Founded in 1989 with roots in the MIT Sloan School, AMS offers an array of services to meet client needs, and specializes in developing customized solutions for each situation.
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