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
Authors: Douglas Bowman, Hubert Gatignon
Source: INSEAD Knowledge
Subjects: Innovation, Marketing / Sales
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working paper title: Innovation Evolution and Category Diffusion