Video

Innovation Equity: How to Combine Demand Forecasting and Customer Management Principles to Determine What an Innovation is Really Worth

Webinar featuring Elie Ofek, Harvard University

Company growth strategies are often centered on bringing to market new products and services. Yet, firms tend to struggle with assessing the commercial potential of the innovations they plan to launch. To shed light on this important business topic, Elie Ofek will present a novel framework that combines a wealth of research from two marketing domains: innovation diffusion and customer relationship management. This Innovation Equity framework, based on a recent book he co-authored, provides a powerful approach for placing a monetary value on an innovation (both pre and post launch) and for thinking through the impact of marketing actions, competition, and global efforts.

3 WAYS to GET CONNECTED

Business

Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.

More

Academic

Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.

More

Public

The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.

More

Stay Informed

The MSI Mailing List

Subscribe to our email list to stay informed about upcoming events, news, etc.