Marketing and Innovation Management: An Integrated Perspective
Coauthor(s): Elie Ofek.
The relevance and importance of marketing in innovation management
has been questioned in recent years. Marketing has been blamed
directly or indirectly for poor returns on investment in innovation, and
marketing models of the diffusion of innovations have not been widely
adopted. In this monograph we argue that marketing is currently in
a unique position to reaffirm its critical role in innovation management.
We review some recent research that has already started this
"reinstatement" process and propose some future directions that may help complete it. We argue that the focus of marketing input into the
innovation process should be shifted from quantifying consumer input
through surveys toward uncovering qualitative insights by observing
and engaging consumers. We also argue that marketing has a unique
role to play in unifying and bridging various paradigms proposed in
diffusion research. Finally, given the dramatic shifts in consumption
patterns and social interactivity over the past few years, we explore
how marketing has and should contribute to non-traditional and novel
approaches to the launch of innovations.
Source: Foundations and Trends in Marketing
Ofek, Elie, and Olivier Toubia. "Marketing and Innovation Management: An Integrated Perspective." Foundations and Trends in Marketing 4, no. 2 (2009): 77-128.