Shervani, T and Zerrillo, P C
(1997)
The albatross of product innovation.
Business Horizons, 40 (1).
57 - 62.
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Abstract
Product innovation is the driving force behind many of today’s most successful companies. These firms have devoted tremendous resources to the new product development process in a dynamic attempt to meet the needs of the marketplace. New products are, in fact, a central element of their competitive strategy. The potential benefits of successful product innovation-prolonged growth, superior returns, strong investor interest, esprit de corps among employees-are undeniable. However, the question arises: Are there conditions under which product innovation can detract from corporate performance?
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