Jump to ContentJump to Main Navigation
Innovation EquityAssessing and Managing the Monetary Value of New Products and Services$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

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: 23 July 2021

Innovation Equity Makes the World Go ’Round

Innovation Equity Makes the World Go ’Round

Chapter:
(p.216) Chapter Eight Innovation Equity Makes the World Go ’Round
Source:
Innovation Equity
Author(s):

Elie ofek

Eitan Muller

Barak Libai

Publisher:
University of Chicago Press
DOI:10.7208/chicago/9780226394145.003.0009

This chapter considers the book’s main framework in a global context. It establishes that innovation equity assessments typically differ across countries, even after controlling for population sizes, because diffusion and customer lifetime value parameters are generally not the same in each of them. An innovation’s diffusion scale and speed, for example, are typically affected by country-specific factors: the economic environment and cultural orientation. Cross-cultural differences in the degree of collectivism and homophily are particularly relevant for understanding international variations in the social force. Evidence is presented for how adoption in some countries can spill over to affect adoption in other countries. A global diffusion model can be constructed that allows capturing such cross-country social effects. The chapter also suggests there are often differences in customer per-period profit margins, retention rates and acquisition costs between countries. The iPhone’s global roll-out strategy is discussed and an example is presented for how to assess the equity of a particular innovation in multiple countries. Emerging online data sources, such as Google Trends, can help managers better understand the commercial prospects of new products and services in various countries and obtain proxy inputs for crafting global innovation equity analyses.

Keywords:   globalization, convergence, collectivist culture, homophilous culture, cross cultural differences, cross country effects, clout, product rollout, iPhone, Google Trends

Chicago Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.