Innovator's license A latitude to deviate from category norms

By:

BARONE, MICHAEL J

Contributor(s):

JEWELL, ROBERT D

Material type:

Mixed materialsPublication details: 2013Description: 120-134Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: Firms often look for ways to improve the return on investment they earn from costly innovation strategies. The authors investigate a previously unexplored benefit of innovation that occurs when a brand's reputation as a provider of valued new offering allows it to earn innovation credit, a form of customer-based brand equity. Innovation credit provides brands with the license or latitude to use strategies that violate category norms without the penalty that consumers are shown to levy on less innovative brands.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/1	Available		P14946

Firms often look for ways to improve the return on investment they earn from costly innovation strategies. The authors investigate a previously unexplored benefit of innovation that occurs when a brand's reputation as a provider of valued new offering allows it to earn innovation credit, a form of customer-based brand equity. Innovation credit provides brands with the license or latitude to use strategies that violate category norms without the penalty that consumers are shown to levy on less innovative brands.

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