Innovation equity: assessing and managing the monetary value of new products and services

The basic diffusion pattern of an innovation

The whole is bigger than the sum of its (diffusion and customer lifetime value) parts

Don't just stand there: do something! Growing innovation equity through marketing actions

Foreseeing bumps and potholes along the diffusion road

Jumpstarting stalled adoption: getting the mainstream to take the plunge

Survival in the presence of a rival: valuing innovations at the brand level

Leaping ahead to valuing the next generation

Innovation equity makes the world go 'round

Making the framework "work" for you

Appendix: Math and more.