The dynamics of innovation

Roy Hayhurst (University of Bradford, Bradford, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 February 1968

Abstract

Presents the results of research into a risk reduction technique for the introduction of new products called test marketing. Suggests that innovation should not end with the manufacturer, but be continued by the distributor and also the consumer, which test marketing allows. Attributes high failure rate of new market entrants to a lack of knowledge of innovatory dynamics.

Keywords

Citation

Hayhurst, R. (1968), "The dynamics of innovation", European Journal of Marketing, Vol. 2 No. 2, pp. 131-138. https://doi.org/10.1108/EUM0000000005248

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Publisher

:

MCB UP Ltd

Copyright © 1968, MCB UP Limited

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