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Success and Failure in Marketing Innovation Videotape vs Laservision

Success and Failure in Marketing Innovation Videotape vs Laservision The area of innovation and new product developmentis both one of the most important and oneof the most uncertain in management decisionmaking. What looked like good ideas on the drawingboard often fail in the marketplace for seeminglyarbitrary reasons, or simply due to bad luck. Manyinnovations fail because the relationship between theinnovation and the consumer is ignored in the questfor stateoftheart technology. While innovation willalways remain a risky undertaking, the applicationof consumer behaviour models, such as thatproposed by E.M. Rogers, can increase theproportion of successful product launches. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Success and Failure in Marketing Innovation Videotape vs Laservision

Management Decision , Volume 28 (7) – Jul 1, 1990

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0025-1747
DOI
10.1108/00251749010143986
Publisher site
See Article on Publisher Site

Abstract

The area of innovation and new product developmentis both one of the most important and oneof the most uncertain in management decisionmaking. What looked like good ideas on the drawingboard often fail in the marketplace for seeminglyarbitrary reasons, or simply due to bad luck. Manyinnovations fail because the relationship between theinnovation and the consumer is ignored in the questfor stateoftheart technology. While innovation willalways remain a risky undertaking, the applicationof consumer behaviour models, such as thatproposed by E.M. Rogers, can increase theproportion of successful product launches.

Journal

Management DecisionEmerald Publishing

Published: Jul 1, 1990

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