In what form should an innovation be sold? A new Journal of Marketing study finds companies must first determine "what to sell" before answering the "how to sell" question.
Read an in-depth recap of this research here: https://www.ama.org/2023/02/14/should-you-sell-know-how-components-or-systems-companies-must-answer-this-question-before-deciding-how-to-sell/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221149437
Reference:
Kellilynn M. Frias, Mrinal Ghosh, Narayan Janakiraman, Dale F. Duhan, and Robert F. Lusch, “A Theory of Product-Form Strategy: When to Market Know-how, Components, or Systems?” Journal of Marketing.
Narrator: Saira Salyani
Acknowledgments: Aman Soni
Topics: innovation, components, systems, products, technology, new products, selling
The JM Buzz is a production of the Journal of Marketing and is produced by University FM.
