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Growing Pains: The Effect Of Generational Product Innovation On Mobile Games Performance, Liang Chen, Pengxiang Zhang, Sali Li, Scott F. Turner

Research Collection Lee Kong Chian School Of Business

Research Summary: Strategy research advises firms to capture generative value by continually introducing generational improvements on their existing products. This article considers a potential dark side of such strategy. We argue that generational innovation can elicit a negative near-term response from customers, as it distorts their ingrained behavioral patterns and imposes learning costs. Further, we propose that this negative effect of generational innovation will diminish when the product has a leading market position; and it will be more severe as the product's technological legacy lengthens. Using a difference-in-differences research design based on mobile game apps that multihome on two platforms, …