Abstract
We extend the innovation-performance debate by considering the impact innovations have on markets; more specifically, whether an innovation creates a new market. This approach to innovation is important because most research on the innovation-performance link asks managers to self report how many or how radical the innovations developed by their firm are, rather than consider the impact the innovation has on the market.
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Darroch, J., Miles, M., & Jardine, A. (2015). Market Creation: A Path to Sustainable Competitive Advantage. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 331). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_200
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