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

"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/.
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...
machine summaryPurpose 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...
The debate