In what form should an innovation be sold? A new Journal of Marketing study finds companies must first determine "what to sell" before answering the "how to sell" question.

Read an in-depth recap of this research here: https://www.ama.org/2023/02/14/should-you-sell-know-how-components-or-systems-companies-must-answer-this-question-before-deciding-how-to-sell/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221149437

Reference:

Kellilynn M. Frias, Mrinal Ghosh, Narayan Janakiraman, Dale F. Duhan, and Robert F. Lusch, “A Theory of Product-Form Strategy: When to Market Know-how, Components, or Systems?” Journal of Marketing.

Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: innovation, components, systems, products, technology, new products, selling

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.