Our contribution to the emerging literature on successive innovation is threefold. First, by conducting a comprehensive literature review, we integrate insights from different fields of inquiry (i.e., marketing, management, and information and decision sciences). Second, based on the synthesis of the literature, we offer a conceptual framework of successive innovation, which aims to move the discussion toward greater theoretical clarity. Third, based on our review and conceptual framework, we discuss a set of future research directions to guide academic research efforts.
Spanjol, J., Xiao, Y. and Welzenbach, L. (2018), "Successive Innovation in Digital and Physical Products: Synthesis, Conceptual Framework, and Research Directions", Innovation and Strategy (Review of Marketing Research, Vol. 15), Emerald Publishing Limited, pp. 31-62. https://doi.org/10.1108/S1548-643520180000015004Download as .RIS
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