लेखक: Jelena Spanjol

Sebastian Gurtner is a research professor at the Business School at the Bern University of Applied Sciences, Switzerland and leads their strategy and innovation team. Jelena Spanjol, Ph D, is professor and head of the Institute for Innovation Management (IIM) at the Munich School of Management, Ludwig-Maximilians-Universität (LMU) in Munich, Germany. She is the Co-Editor-in-Chief for the Journal of Product Innovation Management. Abbie Griffin holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah and is the Vice President of Publications for the PDMA.