Inside Innovation: Impact on Category Development
Understanding the drivers of market development and evolution is the key to marketing decision-making. Often the focus for this is restricted to price, promotion and distribution. Professor Douglas Bowman and Hubert Gatignon present some other often-ignored innovation drivers, assessing their contribution to the market and category development.
Content: Article | Authors: Douglas Bowman, Hubert Gatignon | Source: INSEAD Knowledge | Subjects: Innovation, Marketing / Sales