The Innovation Spiral (PDF)

Name: The Innovation Spiral
Brand: Deutscher Universitätsvlg
SKU: 104990932
Price: 47.70 CHF
Availability: OnlineOnly

Launching New Products in Shorter Time Intervals

Autor: Gabriele Trinkfass

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The Innovation Spiral, Gabriele Trinkfass

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Our time is characterised by a general acceleration trend. One facet of this phenomenon is the steady decline of product innovation cycles which results in the paradox that many firms make their own goods obsolete within increasingly shorter time periods. For a better understanding of this "innovation spiral" Gabriele Trinkfass identifies the reasons why decision-makers in companies are launching a rising number of new products within increasingly shorter time intervals. She also analyses potential short- and long-term consequences of this behaviour. The subsequent empirical analysis of the innovation spiral by means of comprehensive case studies shows its significant relevance for highly competitive international markets.

Autoren-Porträt von Gabriele Trinkfass

Dr. Gabriele Trinkfass war Assistentin am Institut für Handel, Absatz und Marketing der Leopold-Franzens-Universität Innsbruck. Heute ist sie für Procter & Gamble Austria tätig.