maintained hypothesis is one which is generally assumed to be true in the absence of contradictory evidence.  Argue that process innovations generally offer better returns on investment than do product innovations, rather than vice-versa, should be the maintained hypothesis based on (a) the principle of quadrupling down, (b) causal ambiguity, and (c) the three methods described by Rebecca Henderson in Making Money from Innovation.
can use 3-4 outside resource citations