The effect of introducing important incremental innovations on market share and business survival

@article{Banbury1995TheEO,
  title={The effect of introducing important incremental innovations on market share and business survival},
  author={Catherine M. Banbury and Will Mitchell},
  journal={Southern Medical Journal},
  year={1995},
  volume={16},
  pages={161-182}
}
Incremental product innovation is a critically important competitive factor in established industries. Firms in the cardiac pacemaker industry often benefit by bringing incremental innovations to market even though the new products may cannibalize the sales of existing profitable products. The more often an industry incumbent was among the first to introduce important incremental product innovations the greater its market share in the industry, while adopting innovations that had been… 

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