Code: 11361104

Innovation Equity

Name: Innovation Equity
Brand: The University of Chicago Press
SKU: 11361104
Price: 298.88 PLN
Availability: InStock

by Elie Ofek, Eitan Muller, Barak Libai

Language: English
Binding: Hardback
Number of pages: 352
Publisher: The University of Chicago Press, 2016
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Book synopsis

From drones to wearable technology to Hyperloop pods that can potentially travel more than seven hundred miles per hour, we're fascinated with new products and technologies that seem to come straight out of science fiction. But, innovations are not only fascinating, they're polarizing, as, all too quickly, skepticism regarding their commercial viability starts to creep in. And while fortunes depend on people's ability to properly assess their prospects for success, no one can really agree on how to do it, especially for truly radical new products and services. In Innovation Equity, Elie Ofek, Eitan Muller, and Barak Libai analyze how a vast array of past innovations performed in the marketplace--from their launch to the moment they became everyday products to the phase where consumers moved on to the "next big thing." They identify key patterns in how consumers adopt innovations and integrate these with marketing scholarship on how companies manage their customer base by attracting new customers, keeping current customers satisfied, and preventing customers from switching to competitors' products and services. In doing so, the authors produce concrete models that powerfully predict how the marketplace will respond to innovations, providing a much more authoritative way to estimate their potential monetary value, as well as a framework for making it possible to achieve that value.

Book details

Book category Books in English Economics, finance, business & management Business & management Business innovation

298.88 zł

Full title: Innovation Equity
Subtitle: Assessing and Managing the Monetary Value of New Products and Services
Author: Elie Ofek, Eitan Muller, Barak Libai
Language: English
Binding: Hardback
Number of pages: 352
EAN: 9780226618296
ISBN: 0226618293
ID: 11361104
Publisher: The University of Chicago Press
Weight: 610 g
Dimensions: 165 × 237 × 27 mm
Date of publishing: 21. October 2016