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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 
019    959330125|a959534115|a959648822|a959910373|a965431284 
020    9780226394145|q(electronic bk.) 
020    022639414X|q(electronic bk.) 
020    |z9780226618296|q(cloth ;|qalk. paper) 
020    |z0226618293|q(cloth ;|qalk. paper) 
035    (OCoLC)958654513|z(OCoLC)959330125|z(OCoLC)959534115
040    N$T|beng|erda|epn|cN$T|dOCLCO|dEBLCP|dIDEBK|dYDX|dNHM
049    OH1A 
050  4 HC79.T4|bO34 2016eb 
072  7 BUS|x070000|2bisacsh 
082 04 338/.064|223 
100 1  Ofek, Elie,|0
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|0
347    text file|2rdaft|0
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.|0
650  0 Diffusion of innovations|0
       subjects/sh85037940|xEconometric models.|0http:// 
650  0 Technological innovations|xEconomic aspects.|0http:// 
650  0 New products|xMarketing.|0
650  0 New products|0
655  4 Electronic books. 
655  7 Electronic books.|2local 
700 1  Muller, Eitan,|0
700 1  Libai, Barak,|0
710 2  Ohio Library and Information Network.|0
776 08 |iPrint version:|aOfek, Elie.|tInnovation equity.|dChicago
       : The University of Chicago Press, 2016|z9780226618296
       |w(DLC)  2016009804|w(OCoLC)944086870. 
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