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Innovation Equity
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Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

Elie Ofek, Eitan Muller, and Barak Libai

Abstract

This book bridges the gap between what academics know and what innovation stakeholders— from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling framework that connects the rich academic knowledge on innovation diffusion with that on customer relationship management, thereby marrying our understanding of how consumers adopt innovations with how firms effectively acquire, serve, and retain customers. The result, aptly called innovation equity, is a lens through which to view ... More

Keywords: innovation, diffusion, social influence, adoption, technology, monetization, acquisition, retention, customer lifetime value, forecasting

Bibliographic Information

Print publication date: 2016 Print ISBN-13: 9780226618296
Published to University Press Scholarship Online: May 2017 DOI:10.7208/chicago/9780226394145.001.0001

Authors

Affiliations are at time of print publication.

Elie Ofek, author
Harvard Business School

Eitan Muller, author
New York University/Interdisciplinary Center Herzliya in Israel

Barak Libai, author
Interdisciplinary Center Herzliya