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Other Papers on :New product development

Other Papers on :Innovation

C/OM/88. Continuous and discontinuous innovation in business: factors critical to successful commercialisation of a new product

(2008, 800 words)

The paper looks at different kinds of innovation in business and marketing defining the concepts of continuous and discontinuous innovation and illustrating their applications. The importance of identifying what kind of innovation a product involves is highlighted with regard to the product cycle and targeted consumers. The idea of a product "chasm" is discussed showing how to maximise market share in the long term.
 
   
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