How do you capture value from an innovation?
Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 4
Tietz M.A. and Parker S.C.Ivey Business Journal, 2010, Start page: 1, No. of pages: 2
Creating a good product does not ensure success in the marketplace, though it is a necessary first. Using Xerox’s experience of developing the first office computer only to have Apple capitalize on this and introduce the Macintosh, this article describes strategies designed to capture value for an innovator. The two guiding questions are: Is the innovation appropriable or will you have to share the profits with many others?; and What is the innovator’s relation to the owners of complementary assets, i.e. those assets needed to fully realize value the innovation (e.g. the sales network, if you have a great new product). Aims to help companies successfully structure the next steps in product creation and capture maximum value from the new product.Article type: General reviewISSN: 1481-8248Reference: 39BB638
Keywords: Competitors, Product development, Xerox
