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Product innovation management, by definition, requires that we become comfortable dealing with change. As this journal enters its eleventh year of publication, the editor‐in‐chief asked each member of the editorial board to reflect upon changes and opportunities that they see influencing our profession during the coming decade. In our first installment of these essays, George Day, Bela Gold and Thomas Kuczmarski discuss the value of managing ideas, embracing a longer‐term view of development opportunities, and creating a senior executive position charged with developing such opportunities. Each of these short essays is designed to introduce new perspectives. It is not essential that you agree with the recommendations, but we hope that you are stimulated as you reflect on the issues they present.
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Day et al. (1994) studied this question.
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