.... The results offer both theoretical and practical implications. © Emerald Group Publishing Limited 2005 Innovation Performance levels Product management Risk management Consumer risk Performance risk, “the uncertainty and adverse consequences of buying a product” (Dowling and Staelin...

.... Practical implications This research shows that the innovation and imitation potentials of a network may be increased by strategically re‐designing the underlying network structure; hence, provide guidelines for new product managers to enhance the performance of innovative products by re‐design...

... such as the conduct of a comparative study involving multiple categories of products. © MCB UP Limited 1999 Product management Market intelligence Marketing R&D Measurement Market knowledge competence (MKC) consists of learning activities in the market that have the potential to influence...