Picking the right new technology — and then developing and marketing it correctly — can catapult a company ahead of its competition, expand its customer base and boost profits. For decades, top minds in research and development have relied on the S-curve theory to help them make those decisions. But research by Ashish Sood, an assistant professor of marketing at Emory University’s Goizueta Business School, and a colleague indicate that the theory is flawed and a new approach is much needed.
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