The Book

Used extensively in graduate and executive development courses, "The Five Laws of Innovation Success: Generating Critical Momentum for Products, Services and Ideas" lays out the Comprehensive Change Model. This powerful tool enables managers to:

• Overcome resistance to change associated with new products, services and policies.

• Generate a superior value proposition and three different levels of understanding associated with communicating this advantage.

• Pinpoint elements producing stability with the existing alternative and develop a strategy to reduce the attraction to the current offering. 

• Identify factors contributing to fear and uncertainty of the new alternative, as well as variables that influence the willingness to take risk.

• Articulate influences operating on the change decision including governmental, technology, social trends and interpersonal influences.

• Understand fundamental biases in information search and choice in order to overcome these barriers.

Douglas Olsen, B.Sc., MBA, Ph.D.is an Associate Professor of Marketing in W.P. Carey School of Business at Arizona State University and Associate Chair of the Department of Marketing. Douglas has been active in both graduate and undergraduate programs and teaches marketing strategy, research methodology and marketing communication.  

He has been an instructor in a broad range of executive development programs related to business strategy and service excellence. He currently serves as Faculty Director of the Strategic Service Institute, held twice annually at the Center for Service Leadership at ASU. 

Over the past two decades, his dedication to teaching has been recognized with numerous awards for instructional excellence. On a pragmatic level, Douglas has been actively involved in consultation to both government and private enterprise.

Current academic work focuses on factors limiting and enhancing the success of innovation and technology commercialization. In addition to his book, "The 5 Laws of Innovation Success", his research has been published in: Journal of Advertising, Journal of Advertising Research, Journal of Consumer Research, Journal of Business Research, Journal of Public Policy and Marketing, Journal of Experimental Psychology: Applied, Journal of Consumer Psychology, International Journal of Research in Marketing, and the European Journal of Marketing. His research has been presented at over 30 conferences in Canada, the United States, Europe, South America and Australia.