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The "Dark Side" Of Digital Product Upgrades, Liang Chen, Smu Office Of Research

Research@SMU Infographics

Companies can constantly release improved products to capture value from digital innovations, but there is a ‘dark side’ to doing so. A study by SMU Associate Professor of Strategy and Entrepreneurship Chen Liang and his co-researchers argues that while product upgrades are intended to capture value, they can also impose learning costs on customers, potentially destroying the value.