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Erschienen in: Marketing Letters 4/2013

01.12.2013

Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda

verfasst von: Abbie Griffin, Brett W. Josephson, Gary Lilien, Fred Wiersema, Barry Bayus, Rajesh Chandy, Ely Dahan, Steve Gaskin, Ajay Kohli, Christopher Miller, Ralph Oliva, Jelena Spanjol

Erschienen in: Marketing Letters | Ausgabe 4/2013

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Abstract

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firmsinnovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1) improving customer needs understanding and customer involvement in developing new products, (2) innovating beyond the lab, (3) disseminating and implementing research findings in firms, and (4) marketing’s overall role in innovation. This article defines these themes, sketches the current status of knowledge about each theme, frames practitioners’ issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully.
Fußnoten
1
Googling “Voice of the Customer” on April 20, 2013 returned over 800,000 hits.
 
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Metadaten
Titel
Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda
verfasst von
Abbie Griffin
Brett W. Josephson
Gary Lilien
Fred Wiersema
Barry Bayus
Rajesh Chandy
Ely Dahan
Steve Gaskin
Ajay Kohli
Christopher Miller
Ralph Oliva
Jelena Spanjol
Publikationsdatum
01.12.2013
Verlag
Springer US
Erschienen in
Marketing Letters / Ausgabe 4/2013
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-013-9240-7

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