The following spreadsheets accompany the text in order to help explain how we derived the specific tables and figures, and how the different frameworks in the book respond to changes in the various parameters. Thus, for example, the first spreadsheet demonstrates the basic diffusion model that leads to the figure depicting the number of new adopters of an innovation.

Chapter 1: Spreadsheet 1.1 deals with an innovation that follows the Diffusion Model, leading to Table 1.1 and Figure 1.3.

Spreadsheet 1.2 deals with the growth of Satellite Radio in the US, leading to Figures 1.5 and 1.7.

Spreadsheet 1.3 demonstrates the use of the Excel Solver to estimate the Diffusion Model parameters

Chapter 2: Spreadsheet 2.1 contains the lifetime value figures of this chapter, leading to Figures 2.2, 2.3 and 2.4.

Spreadsheet 2.2 deals with the Innovation Equity for the Satellite Radio Category, leading to Tables 2.1 and 2.2.

Chapter 4: Spreadsheet 4.1 deals with the average saddle of three consumer electronic products, leading to Figure 4.6.

Spreadsheet 4.2 deals with assessing the equity of a multi-segment pharma innovation, leading to Table 4.1.

Chapter 6: Spreadsheet 6.1 deals with the evolution of market shares with different growth parameters, leading to Figure 6.1.

Spreadsheet 6.2 deals with the price discount of Belgacom, leading to Figure 6.4 and Tables 6.2 & 6.3.

Chapter 7: Spreadsheet 7.1 contains a simple two generation substitution case

Spreadsheet 7.2 deals with the IBM Mainframes substitution example, leading to Figures 7.5, 7.6, and Table 7.4.