Abstract
We extend the innovation-performance debate by considering the impact innovations have on markets; more specifically, whether an innovation creates a new market. This approach to innovation is important because most research on the innovation-performance link asks managers to self report how many or how radical the innovations developed by their firm are, rather than consider the impact the innovation has on the market.
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© 2015 Academy of Marketing Science
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Darroch, J., Miles, M., Jardine, A. (2015). Market Creation: A Path to Sustainable Competitive Advantage. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_200
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DOI: https://doi.org/10.1007/978-3-319-10963-3_200
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10962-6
Online ISBN: 978-3-319-10963-3
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