Innovation and Disruption
|In an age of disruption, marketers need new knowledge and new models on designing, developing, and bringing new products, services, and experiences to market. In addition, marketers are seeking new approaches to enable them to forecast, identify, and respond to market disruption and next-generation business models.|
The Right Marketing Mix for Platform FirmsDec 02, 2012
Firms operating in two-sided markets face a novel challenge in allocating marketing resources between their two customer groups. Shrihari Sridhar, Murali Mantrala, Prasad Naik, and Esther Thorson develop a model that allows the two investment decisions to affect one another.
Innovation as a Business Design ChallengeSep 07, 2012
"Not enough companies think about innovation as a business design challenge," says Professor Rob Wolcott, founder and executive director of Northwestern University's Kellogg Innovation Network.
Demystifying Disruption: A New Model for Understanding and Predicting Disruptive TechnologiesJan 1, 2010 Ashish Sood and Gerard J. Tellis, 2010, 10-102
Develops a schema to explain the dynamics of competition between new and dominant technologies; defines types of technologies, two types of attacks (lower and upper), and three domains of market disruption (technology, firm, and demand). Tests a correlated hazards model using historical data on 36 platform technologies from seven markets, and proposes a predictive model.
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