Vladimir PETROV, Stelian BRAD


An integrated model of product, company and market lifecycles is analyzed in this paper. This model reveals new angles to see innovation. It is shown that the success of a new product onto the market strongly depends on the synchronization of various stages of the three lifecycles. From this perspective, this research indicates which are the successful combinations and which combinations lead to failures. TRIZ is used to define a novel framework for leading innovation from the paradigm of aggregated model product-company-market.

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