A Paradox of Product Innovation: Facts and the Strategic Challenge
JeanJacques Vandenheede,AC Nielsen, BelgiumPhillip A. Cartwright Ernst & Young, FranceBettina Hoffmann Ernst & Young, France andLone Aardse Ernst & Young, Italy
INTRODUCTION
In this paper a framework for understanding the relationships between innovation, category characteristics and successful new product innovation and introduction is introduced and explained. A central focus of this work is the paradox that states that on a category level, one tends to observe an inverse relationship between the significance of innovation and the rate or frequency of purchase. This...