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Research and Development Archives - Ideas for Leaders

Customers Score Highest New Products that Balance Innovation and the Familiar

Photo by Felipe Bustillo on Unsplash

Is novelty a winning strategy for business? Some observers argue that innovative products attract more customers, who are eager to discover new features. Others argue that customers do not want products that are vastly different from what they are accustomed to buying. A study from two researchers from the University of Cambridge Judge School of […]

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