Nature vs. Nurture: Can you change your innovation's destiny? – the impact of marketing on an innovation's personality archetype

Lee Markowitz, Lucy Balbuena Robles, Paul Crowe and Helen Wing

This paper explores the role of marketing in the success of a new product innovation, answering the question of whether good products rise or fall only on their own merit, or whether skilful marketing can nurture a product to success.

Nature vs. Nurture: Can you change your innovation's destiny? – the impact of marketing on an innovation's personality archetype

Lee Markowitz, Lucy Balbuena Robles, Paul Crowe and Helen WingIpsos InnoQuest

Introduction

When it comes to innovation, what side of the nature vs. nurture debate are you on?

While some marketers – like Steve Jobs – believe that a new product idea is either good or bad and success will follow accordingly, others believe other factors can influence an innovation's ultimate destiny. This paper will investigate whether the true nature of an innovation is...

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