TY  - JOUR
AB  - The area of innovation and new product development
is both one of the most important and one
of the most uncertain in management decision
making. What looked like good ideas on the drawing
board often fail in the marketplace for seemingly
arbitrary reasons, or simply due to bad luck. Many
innovations fail because the relationship between the
innovation and the consumer is ignored in the quest
for state‐of‐the‐art technology. While innovation will
always remain a risky undertaking, the application
of consumer behaviour models, such as that
proposed by E.M. Rogers, can increase the
proportion of successful product launches.
VL  - 28
IS  - 7
SN  - 0025-1747
DO  - 10.1108/00251749010143986
UR  - https://doi.org/10.1108/00251749010143986
AU  - Duke Robert
PY  - 1990
Y1  - 1990/01/01
TI  - Success and Failure in Marketing Innovation: Videotape vs Laservision
T2  - Management Decision
PB  - MCB UP Ltd
Y2  - 2024/04/26
ER  -