The albatross of product innovation

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?

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Zerrillo, P CUNSPECIFIED
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of The University of Texas at Austin.
Uncontrolled Keywords: Product innovation, Business innovation, Marketing
Subjects: Business Innovation
Marketing
Depositing User: Ilayaraja M
Date Deposited: 16 Jul 2019 19:37
Last Modified: 16 Jul 2019 19:37
URI: http://eprints.exchange.isb.edu/id/eprint/1273
Publisher URL: https://doi.org/10.1016/S0007-6813(97)90026-4
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/0007-6813/
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