Our goal in this book was to find an answer to the question, how organizational and intraorganizational institutional forces affect the development and implementation of incremental product innovations in financial services firms. We attempted to answer this question on the basis of interviews with 175 employees from various banks and insurance companies in the Netherlands using a grounded theory approach. The interviewees represented different hierarchical levels as well as functional areas such as marketing, IT services, product development, actuary, etc. After an exploratory stage, we performed a comparative case study analysis of twelve financial services companies that were active in the banking and insurance business.