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Innovation EquityAssessing and Managing the Monetary Value of New Products and Services$
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Elie Ofek, Eitan Muller, and Barak Libai

Print publication date: 2016

Print ISBN-13: 9780226618296

Published to Chicago Scholarship Online: May 2017

DOI: 10.7208/chicago/9780226394145.001.0001

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PRINTED FROM CHICAGO SCHOLARSHIP ONLINE (www.chicago.universitypressscholarship.com). (c) Copyright University of Chicago Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CHSO for personal use.date: 03 August 2021



(p.1) Introduction
Innovation Equity

Elie ofek

Eitan Muller

Barak Libai

University of Chicago Press

The introduction provides an overview of the book’s content and gives the reader a roadmap of what he or she can expect to gain from its various chapters. It starts by discussing a few examples, Google’s Glass and Apple’s Watch, in order to motivate the need for better models to forecast the commercial potential of innovations. The introduction then explains the genesis of the book and what experiences prompted the three authors to write it. The central framework developed in the book, the innovation equity framework, is described briefly. In particular, the key idea of combining the rich academic knowledge on the pace of consumer adoption of innovations with firms’ efforts to acquire, manage, and retain customers is conveyed. Finally, the various themes covered in each chapter are outlined.

Keywords:   innovation, diffusion, adoption, technology, Google, Apple, monetization, customer relationship management, customer lifetime value, forecasting

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