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LEADER 00000cam 2200577Ii 4500
001 958654513
003 OCoLC
005 20170728030155.0
006 m o d
007 cr bnu---unuuu
008 160919s2016 ilua ob 001 0 eng d
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020 022639414X|q(electronic bk.)
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020 |z0226618293|q(cloth ;|qalk. paper)
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082 04 338/.064|223
100 1 Ofek, Elie,|0http://id.loc.gov/authorities/names/
no2013044985|eauthor.
245 10 Innovation equity :|bassessing and managing the monetary
value of new products and services /|cElie Ofek, Eitan
Muller, and Barak Libai.
264 1 Chicago :|bThe University of Chicago Press,|c2016.
300 1 online resource (336 pages) :|billustrations
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
340 |gmonochrome|2rdacc|0http://rdaregistry.info/termList/
RDAColourContent/1002
347 text file|2rdaft|0http://rdaregistry.info/termList/
fileType/1002
504 Includes bibliographical references and index
505 0 The basic diffusion pattern of an innovation -- The whole
is bigger than the sum of its (diffusion and customer
lifetime value) parts -- Don't just stand there: do
something! Growing innovation equity through marketing
actions -- Foreseeing bumps and potholes along the
diffusion road -- Jumpstarting stalled adoption: getting
the mainstream to take the plunge -- Survival in the
presence of a rival: valuing innovations at the brand
level -- Leaping ahead to valuing the next generation --
Innovation equity makes the world go 'round -- Making the
framework "work" for you -- Appendix: Math and more
506 Available to OhioLINK libraries
520 "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."--Provided by publisher
588 0 Online resource; title from e-book title screen (EbscoHost
platform, viewed October 11, 2016)
650 0 Diffusion of innovations.|0http://id.loc.gov/authorities/
subjects/sh85037940
650 0 Diffusion of innovations|0http://id.loc.gov/authorities/
subjects/sh85037940|xEconometric models.|0http://
id.loc.gov/authorities/subjects/sh99005483
650 0 Technological innovations|xEconomic aspects.|0http://
id.loc.gov/authorities/subjects/sh2010115847
650 0 New products|xMarketing.|0http://id.loc.gov/authorities/
subjects/sh2008108409
650 0 New products|0http://id.loc.gov/authorities/subjects/
sh85091388|xPrices.|0http://id.loc.gov/authorities/
subjects/sh2002006518
655 4 Electronic books.
655 7 Electronic books.|2local
700 1 Muller, Eitan,|0http://id.loc.gov/authorities/names/
n00084717|eauthor.
700 1 Libai, Barak,|0http://id.loc.gov/authorities/names/
no98090082|eauthor.
710 2 Ohio Library and Information Network.|0http://id.loc.gov/
authorities/names/no95058981
776 08 |iPrint version:|aOfek, Elie.|tInnovation equity.|dChicago
: The University of Chicago Press, 2016|z9780226618296
|w(DLC) 2016009804|w(OCoLC)944086870.