Author(s)

Ye Zhang ¹

Affiliation(s)

¹ Management School, Shenzhen Institute of Information and Technology, Shenzhen, China

Corresponding Author

Ye Zhang

ABSTRACT

Novelty-intensive market is the segmented population with intensive pursuit for newness and uniqueness in addition to the basic solution of product and service. “The demand for novelty-intensive is the portion of demand not explained by practical utility or marketing effects-it is the demand for the new and unique” (Todd and Scott 2007., p80-92). This research sets out to investigate the about the cyclical relationships between innovator, imitator and renovator in the novelty-intensive market. The findings of this research will have profound impacts on the market entry strategies of product innovators.

KEYWORDS

Novelty-intensive market, cyclical innovation, innovator, imitator, and renovator

CITE THIS PAPER

Ye Zhang, Innovator, Immitator, and Renovator in Novelty-Intensive Market. Industrial Engineering and Innovation Management (2021) 4: 1-7. DOI: http://dx.doi.org/10.23977/ieim.2021.040301.

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