Innovating for Cash

This perspective presents a compelling argument that, when determining the profitability unleashed by an innovation, the process or model of the innovation is every bit as important to consider as the innovation itself. The perspective highlights the need for companies to analyze in a systematic way the potential of all new products to generate cash. The authors review three general models for innovation and make the case that companies should select the appropriate model by using variable factors to ensure that each innovation is best suited to its unique market opportunity.

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