| Abstract |
The product and its accompanying services are the core elements of a company's value proposition, and product innovation plays a central role in creating a sustainable competitive advantage. However, the ability to unlock the transformative and revenue-generating potential of new products lies, in certain situations, in the change of other components of the firm's "way of being" in the competitive arena. In other words, the ability to capture the value of product innovation depends on the business model in which the product is embedded. We will address this topic with an emphasis on product innovations in the current era of digital transformation. |