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Research papers

A dynamic model of disruptive innovation in the space of market recognition

This paper presents a model for understanding how markets can be created in the space of market recognition.In an earlier paper, the authors suggested the failure of incumbent firms in the face of a disruption can be ascribed to three broad causes: a...

Catalogue: Innovate 2006
Authors: Phillip A. Cartwright, Philippe Silberzahn
May 10, 2006
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Citation

Cartwright and Silberzahn (2006a, May 10). A dynamic model of disruptive innovation in the space of market recognition. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/a-dynamic-model-of-disruptive-innovation-in-the-space-of-market-recognition


Research papers

Innovation culture and strategy

This paper provides practical strategies for fostering a culture of innovation throughout your entire organization, a culture that both stimulates and places a high value on creative thinking and teamwork.

Catalogue: Innovate 2006
Author: Kristin Luck
May 10, 2006
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Citation

Luck, K. (2006a, May 10). Innovation culture and strategy. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/innovation-culture-and-strategy


Research papers

The non-existing frontier

Innovation is not simply a buzzword, but is becoming a reality within organizations. Market research is positioned as the natural place for user-centered innovation within companies, but this is not always recognized. Ronald Burt's ideas concerning...

Catalogue: Innovate 2006
Authors: Luis Arnal, José Tapia
Company: INSITUM
May 10, 2006
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Citation

Arnal and Tapia (2006a, May 10). The non-existing frontier. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/the-non-existing-frontier


Research papers

Breakthrough innovation

Traditionally market research is seen as a part of Marketing with its core task to support Marketing and R&D in their relations with consumers.The Market Researcher can do more - that is to help the functions come up with efficient innovative...

Catalogue: Innovate 2006
Author: Alexei Bogdanov
May 10, 2006
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Citation

Bogdanov, A. (2006a, May 10). Breakthrough innovation. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/breakthrough-innovation


Research papers

Making global innovation work for global companies

While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much of this 'climate' is easily translatable to the...

Catalogue: Innovate 2006
Authors: Sangeeta Gupta, Rajiv Inamdar
Company: Nielsen
May 10, 2006
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Citation

Gupta and Inamdar (2006a, May 10). Making global innovation work for global companies. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/making-global-innovation-work-for-global-companies


Research papers

Maximum difference scaling for a more refined insight in consumer preferences

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it actually just another method?The authors applied the...

Catalogue: Innovate 2006
Authors: Maureen Bannik, Frank Berkers
Company: SKIM
May 10, 2006
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Citation

Bannik and Berkers (2006a, May 10). Maximum difference scaling for a more refined insight in consumer preferences. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/maximum-difference-scaling-for-a-more-refined-insight-in-consumer-preferences


Research papers

Creative consumer

This paper is the story of the author's search for creative consumers, complete with investigations, detours, dead ends, findings and eventual breakthrough in identifying Creative Individualists, together with their intriguing implications and...

Catalogue: Innovate 2006
Author: John Kearon
Company: BrainJuicer
May 10, 2006
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Citation

Kearon, J. (2006a, May 10). Creative consumer. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/creative-consumer


Research papers

Platform for open collaborative exploration of product innovation opportunities

This paper describes the problems of identifying future innovation opportunities in domains, supporting emergent understanding of opportunities among collaborators and applying the knowledge about opportunities in the product innovation...

Catalogue: Innovate 2006
Author: Jokko Korhonen
May 10, 2006
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Citation

Korhonen, J. (2006a, May 10). Platform for open collaborative exploration of product innovation opportunities. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/platform-for-open-collaborative-exploration-of-product-innovation-opportunities


Research papers

Harnessing consumer insight to drive innovation

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices.Successful commercial organizations tend to focus on quantitative metrics, are...

Catalogue: Innovate 2006
Authors: Aunia Grogan, Vivek Banerji
Company: McKinsey & Company
May 10, 2006
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Citation

Grogan and Banerji (2006a, May 10). Harnessing consumer insight to drive innovation. ANA - ESOMAR. Retrieved September 06, 2025, from


https://ana.esomar.org/documents/harnessing-consumer-insight-to-drive-innovation