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ofek, E., Muller, E., & Libai, B. (2016-09-30). Don’t Just Stand There: Do Something!: Growing Innovation Equity through Marketing Actions. In Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services. : University of Chicago Press. Retrieved 19 Sep. 2021, from https://chicago.universitypressscholarship.com/view/10.7208/chicago/9780226394145.001.0001/upso-9780226618296-chapter-004.