Abstract:

When it comes to innovation, what side of the nature vs. nurture debate are you on? While some marketers like the late Steve Jobs believe that a new product idea is either good or bad and success will follow accordingly, others believe different factors can play a significant role in an innovation’s ultimate destiny. Our presentation will investigate whether the true nature of an innovation is fixed from the start, or whether it can be nurtured to success through skillful marketing. By identifying innovations as various archetypes, or personality types, at the beginning of the innovation process and following the factors that shape their development, we will uncover whether nature or nurture has the greater in?hence.