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Innovation Equity

Assessing and Managing the Monetary Value of New Products and Services

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.

352 pages | 7 halftones, 29 line drawings, 25 tables | 6 x 9 | © 2016

Economics and Business: Business--Business Economics and Management Studies


“Ofek, Muller, and Libai have provided a user-friendly, powerful approach that effectively puts a monetary value on innovations. By combining key insights on how new innovations are adopted with how customer relationships develop and create value for firms, the authors have come upon a winning combination to fuel growth. Whether you lead the marketing efforts, the R&D efforts, finance, or the entire company, you need to read this book.”

Katherine N. Lemon, Boston College, Carroll School of Management, Executive Director of the Marketing Science Institute

“Ofek, Libai, and Muller are leading experts in how consumers adopt new innovations and how businesses can attract and retain them. Innovation Equity is a well-written book that combines these interesting and important topics in an original way.”

Donald R. Lehmann, Columbia Business School

“In taking a practical look at how managers can use diffusion of innovations modeling, the authors have themselves taken an innovative perspective by merging that work with lifetime customer value research. The result is a book that is both easy to read and rigorous with many examples and tips on how to implement their ideas. This book should be on every manager’s shelf.”

Russell Winer, Leonard N. Stern School of Business, New York University

Table of Contents


Chapter 1. The Basic Diffusion Pattern of an Innovation

Chapter 2. The Whole Is Bigger Than the Sum of Its (Diffusion and Customer Lifetime Value) Parts

Chapter 3. Don’t Just Stand There: Do Something! Growing Innovation Equity through Marketing Actions

Chapter 4. Foreseeing Bumps and Potholes along the Diffusion Road

Chapter 5. Jumpstarting Stalled Adoption: Getting the Mainstream to Take the Plunge

Chapter 6. Survival in the Presence of a Rival: Valuing Innovations at the Brand Level

Chapter 7. Leaping Ahead to Valuing the Next Generation

Chapter 8. Innovation Equity Makes the World Go ’Round

Chapter 9. Making the Framework “Work” for You
Appendix: Math and More
Notes: Information Sources and Comments
References and Recommended Reading


American Marketing Association: Berry - AMA Book Prize

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