Marketing Strategies for Radical Innovation

Peter Yannopoulos

The ability to introduce successful new products is critical to the survival and long-term success of firms. Successful new products help firms grow and prosper. Studies show, all else equal, that the market value of innovative firms is higher than other firms. Radical innovation has attracted the interest of researchers because of its importance for firm long-term performance. This paper reviews several research studies about strategies employed by successful radical innovators. Lessons are drawn from the research findings for designing effective strategies for radical innovation.

DOI : https://doi.org/10.21102/wjm.2018.03.91.04