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.
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