© 1997

The Innovation Spiral

Launching New Products in Shorter Time Intervals

  • Authors

Table of contents

  1. Front Matter
    Pages I-XIII
  2. Gabriele Trinkfass
    Pages 1-4
  3. Gabriele Trinkfass
    Pages 5-20
  4. Gabriele Trinkfass
    Pages 21-107
  5. Gabriele Trinkfass
    Pages 261-268
  6. Back Matter
    Pages 269-293

About this book


Our time is characterised by a general acceleration trend. One facet of this phenomenon is the steady decline of product innovation cycles which results in the paradox that many firms make their own goods obsolete within increasingly shorter time periods. For a better understanding of this „innovation spiral“ Gabriele Trinkfass identifies the reasons why decision-makers in companies are launching a rising number of new products within increasingly shorter time intervals. She also analyses potential short- and long-term consequences of this behaviour. The subsequent empirical analysis of the innovation spiral by means of comprehensive case studies shows its significant relevance for highly competitive international markets.


Budget Business Business-to-Business Business-to-Business (B2B) Innovation Investment Investments Launch Management

About the authors

Dr. Gabriele Trinkfass war Assistentin am Institut für Handel, Absatz und Marketing der Leopold-Franzens-Universität Innsbruck. Heute ist sie für Procter & Gamble Austria tätig.

Bibliographic information

  • Book Title The Innovation Spiral
  • Book Subtitle Launching New Products in Shorter Time Intervals
  • Authors Gabriele Trinkfass
  • DOI
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 1997
  • Publisher Name Deutscher Universitätsverlag, Wiesbaden
  • eBook Packages Springer Book Archive
  • Softcover ISBN 978-3-8244-6425-8
  • eBook ISBN 978-3-663-09041-0
  • Edition Number 1
  • Number of Pages XIII, 293
  • Number of Illustrations 59 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
    Economic Policy
  • Buy this book on publisher's site
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