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

4.0 out of 5 stars 24 ratings

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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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Reviewed in the United States on January 5, 2020
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Reviewed in the United States on May 21, 2014
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Reviewed in the United States on July 10, 2013
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Top international reviews

S. Gale
5.0 out of 5 stars A "Must read" for those interested in Innovation
Reviewed in the United Kingdom on March 15, 2009
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Peba
3.0 out of 5 stars The exec summary would have been better
Reviewed in the United Kingdom on August 4, 2013
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Christian
5.0 out of 5 stars Viele Beispiele
Reviewed in Germany on April 24, 2015
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Paolo Ernesto Sussi
5.0 out of 5 stars Un must per comprendere gli Hype Cycle di Gartner
Reviewed in Italy on September 2, 2013
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Nicolas Latour
4.0 out of 5 stars Très bon ouvrage mais il manque un état de l'art des autres Cycles de l'innovation
Reviewed in France on October 20, 2014
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Kushi-book-reviews
4.0 out of 5 stars 理解はできるが実践は!?
Reviewed in Japan on March 16, 2009
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