The book analyzes how innovations performed in the marketplace and how to evaluate their monetary value. The book identifies patterns in the way consumers adopt innovations and integrates 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.
The book presents concrete models that predict how the marketplace will respond to innovations, providing a much more authoritative way to assess their potential monetary value and a framework for achieving that value.
Finalist for the American Marketing Association, Berry/AMA Book Prize.
创新的 价值 - translation of the book into Chinese, by CITIC Press, is available at Baidu.
Elie Ofek is the T. J. Dermot Dunphy Professor of Business Administration at Harvard Business School.
Eitan Muller is Research Professor of Marketing at the Stern School of Business at NYU and at IDC, Herzliya.
Barak Libai is Professor of Marketing at the Arison School of Business at the Interdisciplinary Center, Herzliya.
Katherine N. Lemon, Boston College, Carroll School of Management, Executive Director of the Marketing Science Institute
“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.”
Donald R. Lehmann, Columbia Business School
“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.”
Russell Winer, Leonard N. Stern School of Business, New York University
“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.”