Resource link:
Link:/s/1ki1l79qme992kig3zllk0a
Password: icwn title: the value of innovation
Author: May ilio Fick
Translator: Yang Qingbo
Press: CITIC Publishing Group Financial Publishing House
Publication year: 20 18-6- 1
Page count: 340
Content introduction:
Editor's recommendation
As an entrepreneur, are you worried or even at a loss about whether your innovative products can have a good market performance?
As a manager, do you really want to push the company to make great strides in the field of innovation, only to find that it backfired after all?
As an investor, have you ever heard of the seemingly seamless exhibition of projects to be financed, and finally the bamboo basket draws water with a sieve?
If your answer is yes, then when you open the book The Value of Innovation, you will find the treasure!
The value of innovation integrates the principles of demand forecasting and customer relationship management, and then judges the value of innovative projects, reasonably and systematically predicts the profit trajectory of innovative products, so that innovation is no longer confused. The various diffusion models introduced in the book provide us with a method to predict the customer acquisition stage in the relationship between customers and companies. These models aim to grasp the gradual acceptance process of innovative products. At the same time, in addition to predicting the number of new customers who accept innovative products in each period, we also need to evaluate the profitability of each customer according to different diffusion models as part of the financial forecast.
Create a predictable diffusion trajectory for your innovative products.
Predict the customer lifetime value of your innovative product.
Conduct innovation value evaluation
Conduct sensitivity analysis
Review your innovative value evaluation activities again after the product goes on the market.
brief Introduction of the content
Innovation activities have some inherent charm, or some almost magical characteristics. Whenever people hear an innovative product for the first time or see a demonstration of the initial prototype of a product, they will become absorbed and alert. From wearable smart glasses and driverless cars to super-loop trains and drones, people have been obsessed with these future products and technologies that seem to be only seen in science fiction. The success of these innovative products and technologies actually depends more on the ability of human beings to evaluate the success prospects of these new technologies or new products. In this regard, no one knows how to do it, especially when faced with some subversive innovative products and services.
Due to the lack of reasonable and systematic forecasting methods for the profit trajectory of innovative products, we usually see that stakeholders rely on too simple and misleading methods to complete this work. However, when we combine the two research fields of innovative technology adoption and customer relationship management, it can produce very powerful results.
Based on the research on a large number of innovative products that have been recognized by the market, the three authors show us all the stages and the whole process of these products from release to daily demand, and then consumers shift their "sight" to the next "big event". They believe that it is very important for consumers to accept innovative products, integrate the market, attract new consumer groups, maintain customer satisfaction with products and prevent customer groups from flowing to competitors. Many specific cases strongly predict the market's reaction to innovation, and also provide authoritative tools for predicting the future product value.
About the author:
Elie Ofek, T.J. Dermot Dunphy Chair Professor of Business Administration, Harvard Business School.
Eitan Muller is a professor of marketing at Stern School of Business, new york University, and a professor at Aresen School of Business, an interdisciplinary research institute in Leah, Hez.
Barack Libai, Ph.D. in Marketing, Kernan-flagler School of Business, University of North Carolina, USA, is currently a professor at Areson School of Business, Hez Leah Interdisciplinary Research Institute.