Titlebook: Making Innovation Last: Volume 2; Sustainable Strategi Hubert Gatignon,David Gotteland,Christophe Haon Book 2016 The Editor(s) (if applicab

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Concept Developmentently, decisions must be made about which ideas will be pushed further and which ones will be put on hold or dropped. Assuming that an idea is the fundamental basis that determines market success or failure, the decisions at this stage are critical. In Section 10.1, we address the topic of ideas eva

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Predicting New Product Acceptancee brand gets introduced but also in the long term. The distinction between the short term and the long term is especially critical for radical innovations that create a completely new product category, as it takes time before these innovations get accepted by the majority of the market. It also has

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Branding New Products and Servicesen name, it is difficult to change that name. Therefore, the choice of a brand name has long-term impact. Furthermore, a wise choice may bring opportunities for brand name extensions or alliances with other brands. These are important implications to take into consideration when launching new produc

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Marketing Launch. Such launch proficiency is a critical indicator of the new product or service performance (Cooper 1979, Cooper and Kleinschmidt 1987, Dwyer and Mellor 1991, Green, Barclay and Ryans 1995, Song and Parry 1997). Launching a new product entails both strategic and tactical decisions (Hultink et al. 19

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Book 2016Making Innovation Last considers the long term success of a firm. Authored by a trio of top international scholars who present pioneering new work on what it takes to create long term growth, the book examines the internal conditions that are likely to encourage sustainable innovation, as well as what a culture of innovation should look like.

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https://doi.org/10.1007/978-1-137-57264-6creativity; Diffusion; innovation; marketing; organization; organizations; service; strategy

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The Editor(s) (if applicable) and The Author(s) 2016

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