MITSloan sloanreview.mit.edu SUMMER 2011 • VOL. 52 • NO. 4
Management Review
THE NEW BUSINESS OF INNOVATION
Why Every Project
Needs a Brand
(and How Smart
Leaders Create One) Pg. 61
Can Marketing
Lift Your
Stock Price?
Research yields
intriguing results
Pg. 24
Quality vs.
Network
Effects
What causes tech products
to succeed or falter
Pg. 14
Business
Models
New Insights
Investors
Prefer Pg. 17
for Innovators
Ideas You Can Apply Now Pgs. 37-60
What Really
*Innovation lessons for green technologies Pg. 37
Happened
*How to tailor your innovation funnel Pg. 47
to Toyota?
How a company known
*Michael Cusumano on developing staying power Pg. 55
for quality stumbled
*Also: Find opportunity in dissimilarity Pg. 20
Pg. 29
