“…Innovation is considered as one of the key criteria to evaluate any firm's sustainable development and competitiveness. Although a large number of classic articles on innovation are well documented in the existing literature, these studies assume that retail prices are always modeled by the inverse demand curve (e.g., Ayllon & Radicic, 2019; Cellini & Lambertini, 2009; Chenavaz, 2012; Lambertini & Orsini 2015; Lambertini, Orsini, & Palestini, 2017; Lin, 2004; Ni & Li, 2019; Pan & Li, 2016). To put it in another way, when the market environment changes, such as production cost, the retail price will respond perfectly to the change and immediately adjust to the level indicated by the reverse demand curve of a given market demand level.…”