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NOTE: Since 2009 the title of the International Journal of Entrepreneurship Education (IJEE) has been changed to the title above.  ISSN numbers: IJEE 1649-2269 and IRE 2009-2822

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Beyond Emerson and the “Field of Dreams”: Another Look at Innovation and Marketing

IJEE Vol 5: 2007

Author(s): Dennis J. Cahill, (North Union Associates, Inc.)

Abstract:
This note explores a new paradigm for thinking of innovation and innovating behavior, claiming that the Emerson/Field of Dreams paradigm so often used as justification for producing new highly-engineered products is a cause of the high failure rate for new products and services.

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