To remain competitive in the intensely competitive mobile app market, developers often rely on user feedback to fuel the innovation process. Past studies, however, have rarely examined the impact of developers’ incremental innovation strategies by treating app innovation as a continuous process. This knowledge gap prompted us to advance a framework of developers’ incremental innovation strategies comprising four coping strategies: sailing, optimizing, supplementing, and patching. Employing a multi-state Markov model to capture the probability of a developer employing an incremental innovation strategy in response to distinct types of market feedback during the app innovation process, we analyze data sourced from the Android app store that consists of 4,583 apps, 29,307 updates, and 231,817 reviews. We discovered that market feedback affects the adoption of the four incremental innovation strategies differently. Additionally, we found that sailing, supplementing, and optimizing strategies boost app downloads, while supplementing, optimizing, and patching strategies improve app ratings
