The dynamics of innovation

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.

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