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Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time (Gartner) Hardcover – September 16, 2008


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Product Details

  • Hardcover: 256 pages
  • Publisher: Harvard Business Review Press (September 16, 2008)
  • Language: English
  • ISBN-10: 1422121100
  • ISBN-13: 978-1422121108
  • Product Dimensions: 9.3 x 6.1 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #602,742 in Books (See Top 100 in Books)

Editorial Reviews

From Booklist

What sounds like a New Age approach to public relations is in fact a bona fide approach to sustainable innovation, and researchers Fenn and Raskino promote a framework that will enable companies (and their heads of marketing/research and development) to determine and support the success of new products and services. One of the most telling examples early on is the contrast between British supermarket retailers Safeway and Tesco in the debut of customer-loyalty cards: the former, abandoning it after four or so years; the latter, changing its approach to business based on the card’s data—and, by the way, realizing significant growth. Part of the success, underscore the authors, lies in the company’s perseverance to an idea with merit; other contributing factors include attention to performance, internal integration, a focus on ROI, and the concept’s market penetration. Yet the most telling form of successful innovation relies on adopting the “street” approach—Scope, Track, Rank, Evaluate, Evangelize, Transfer—a way of business life best epitomized by Wal-Mart’s dedication to operational efficiencies and Nike’s design excellence. --Barbara Jacobs

About the Author

Jackie Fenn is a vice president and Gartner Fellow in Gartner Research. She focuses on innovation management issues and emerging technology trends. Mark Raskino is a vice president and Gartner Fellow in Gartner Research, specializing in emerging trends.

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Customer Reviews

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How to choose the right innovation at the right time.
Reg Nordman
Second, the book provides actionable advice in terms of assessment questions and application of those questions into real life situations.
Mark P. McDonald
Nevertheless the selling discourse is sometimes rather obvious throughout the book, which can become annoying.
Jonathan Núñez

Most Helpful Customer Reviews

15 of 16 people found the following review helpful By Mark P. McDonald TOP 1000 REVIEWERVINE VOICE on September 28, 2008
Format: Hardcover Verified Purchase
The number of books focusing on innovation is astounding and while most tell you to be innovative, few provide an executive guide for understanding the way innovation works and how to leverage that knowledge into results. Mastering the Hype Cycle focuses on the topic of innovations in the marketplace and provides executives an explanation and the decision-making tools to take advantage of the innovations. Mastering the Hype Cycle is recommended for three reasons.

First it is a business book, with extensive case study like explanations of how companies have dealt with the issue of innovating and creating something new. The book features the actual leaders talking about their experience - a real rarity in an innovation book.

Second, the book provides actionable advice in terms of assessment questions and application of those questions into real life situations. I can see how I would apply the ideas of this book by asking myself these questions.

Finally, and perhaps most importantly - the book addresses failure as well as success. Too many books on innovation talk about the breakthrough successes and never deal with the pitfalls or challenges.

This book is different and it is these three differences that deliver value to the reader. This is a book that I will come back to with each innovation initiative to understand where I am in the hype cycle and what I can do to win in the marketplace.

Fenn and Raskino argue that innovations move through the economy in waves following Hype Cycles. Their thesis is that companies who understand the behavior of an innovative idea like, CRM or BPRE, or innovative technology like wireless or RFID, will make better decisions and gain more value than those that do not.
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3 of 3 people found the following review helpful By Reg Nordman on March 13, 2009
Format: Hardcover
Mastering the Hype Cycle. How to choose the right innovation at the right time. Jackie Fenn & Mark Raskino. 2008. ISBN 9781422121108. RocketBuilders has used the Gartner Hype Cycle many times to analyze a technology and applications. Having this book brings all ehe Gartner experience and view points together. It is actually two books. The first half, is abook about recognizing the Hype Cycle and what technology builders and innovators can (should) learn from this. The second half is for companies that want to innovate but want to be sure to get started when the Cycle is working for them. Others could use the book to help save stalled innovation projects. I especially enjoyed the examples and overall pragmatic style (utility) of this book. Check it out more at the book website, [...]
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Format: Hardcover
It happens almost without fail for every new technology and innovation... A new idea becomes a hot buzzword destined to change the world. Then the euphoria bubble pops and no one wants anything to do with it. But over time, the core concepts become ingrained in the day-to-day flow of business, and reality finally emerges. This "hype cycle" is exactly what Jackie Fenn and Mark Raskino cover in their book Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time. Given their backgrounds at Gartner, they've seen this happen time and time again. For me, this solidifies one of those ideas I had that I was never quite able to put a finger on.

Contents:
Part 1 - The Hype Cycle: Hype Cycle Winners and Losers; Behind the Hype Cycle; Hype Cycle Traps and Challenges; Hype Cycle Opportunites and Lessons
Part 2 - The STREET Process: What It Takes to Master the Hype Cycle; Scope - Establishing the Context for Innovation; Track - Collecting the Innovation Candidates; Rank - Prioritizing the Candidates; Evaluate - Understanding Rewards and Risks; Evangelize and Transfer - Making It Happen; Future Cycles
Notes; Index; About the Authors

The goal in Mastering the Hype Cycle is to give organizations a way to assess new technologies and decide if and when to jump on board. For instance, the book opens with an example of the loyalty card market in the UK. Safeway, Tesco, and all the other major players jumped on board early while the cycle was in the uptick phase. But after laying down a solid foundation, Safeway's board started to sour on the idea when market analysts started to dismiss the idea of database marketing and its potential benefits. Many companies dropped the idea, including Safeway.
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1 of 1 people found the following review helpful By tom abeles VINE VOICE on July 10, 2013
Format: Kindle Edition Verified Purchase
This is a v.good summary. For those with a background in innovation it's a quick scan. For those new to the area, it's a basic intro to a tool that the Gartner group has been refining. While it is self contained, it points to their web site, particularly for examples outside of emerging technologies. While the volume hints at it, the authors do not really explain the real depth and work needed to really fill out a proper analysis which is then back cast into the model. Unless the enterprise, be it gov't, non profit or corp has the fiscal and mgmt resources, one needs to decide where in the cycle to play from innovator to late adopters. Missing is a strong discussion of "scale", both of the height of the HYPE and the time scales, and whether there are discontinuities and non-linearities which impact on the analysis. Given our understanding of complex systems, the authors need to transcend their current model which, today is a weakened but basic metaphor.
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