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Marketing & Brand Strategy Topics
Getting to New and Improved

When it comes to innovation, the disconnect between the prescriptions of theory and the realities of practice is born of a confusion between explanatory and predictive power. When researchers appear to have explained why a given innovation succeeded or failed, it remains to be seen whether that same framework can be used effectively to predict future outcomes. And the only way to determine whether or not a theory of innovation has predictive power is to test it directly.

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