Pioneering Versus Incremental Innovation: Review and Research Propositions
本文回顾了市场营销在支持开创性与渐进性产品开发中的不同作用，提出了一系列命题，说明企业能力、项目和市场特征如何影响产品开发决策，并引用商业实例加以阐释。
Marketing's role in supporting a company's efforts to develop pioneering and incremental products can be quite different. Abdul Ali examines published articles and offers a set of propositions to show how several factors influence the product development decision. He cites examples from the business world to illustrate these propositions. This article suggests that a firm should take into account several factors relating to its capabilities, along with various project and market characteristics, in order to decide what products it should develop.