search query: @author Chandran, R. / total: 8
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| Author: | Bhoovaraghavan, S. Vasudevan, A. Chandran, R. |
| Title: | Resolving the process vs. product innovation dilemma: A consumer choice theoretic approach |
| Journal: | Management Science
1996 : FEB, VOL. 42:2, p. 232-246 |
| Index terms: | PRODUCTS INNOVATION CONSUMERS CHOICE THEORY R&D STRATEGY |
| Language: | eng |
| Abstract: | This article uses a consumer-based approach to distinguish between process and product innovation using a model based on choice theory. The article presents an empirical illustration of the model. The model is used to emphasize the need to pursue an integrated strategy of process and product innovation in response to consumer wants, and it also helps managers decide on the appropriate mix of process innovation relative to product innovation for R&D resource allocation purposes. Thus, this article attempts to provide the next step in adopting a successful innovation strategy based on linking consumer demands to engineering attributes. |
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