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Other·General·Published 2026-07-10

From the old to the new generation of a product : unlearn, improve, and prosper

Abstract: Purpose Drawing on the theories of planned obsolescence and dynamic capabilities, this study aims to jointly address marketing and organizational aspects of the transition from the existing to the new generation of a product (i.e. a product rollover). It conceptualizes the relevance of organizational unlearning in rollovers and relates it to the improvement in the marketing mix of multigenerati...

TRV-2026-0011Peer-reviewedPermanent record — cite & verify
From the old to the new generation of a product : unlearn, improve, and prosper

"Product Design Innovation" by Bytemarks is licensed under CC BY 2.0. To view a copy of this license, visit https://creativecommons.org/licenses/by/2.0/.

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Purpose Drawing on the theories of planned obsolescence and dynamic capabilities, this study aims to jointly address marketing and organizational aspects of the transition from the existing to the new generation of a product (i.e. a product rollover). It conceptualizes the relevance of organizational unlearning in rollovers and relates it to the improvement in the marketing mix of multigenerati...

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