The importance of the raw idea in innovation: Testing the Sow's ear hypothesis

Journal of Marketing Research

Volumn 51, Issue 1, 2014, Pages 14-26

  Kornish, Laura J ^a   Ulrich, Karl T ^b  

^a UNIVERSITY OF COLORADO   (United States)

^b UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

Innovation; Market outcomes; New product development; New product evaluations; Raw ideas

Indexed keywords

EID: 84896347304     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.12.0401     Document Type: Article

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