SHOULD BUSINESSES AIM AT INNOVATION OR FAMILIARITY? Digital NPA Work It! Staff January 12, 2017 Many businesses believe they need to rebrand frequently or innovate constantly to keep consumer interest and increase reach, penetration, and sales. Recent research, however, suggests that consumers are creatures of habit rather than necessarily always responders to innovation. Cumulative Advantage as Important as Competitive Advantage An article in the current Harvard Business Review observes that the truism that rebranding and innovation are necessary stems from the theory that companies constantly need to be building and maintaining a competitive advantage. The authors, however, posit that consumers are just as driven by [...]