Marketing Innovations: Conceptualization, Antecedents and Consequences of Marketing Innovativeness
Type
conference paper
Date Issued
2010-06-16
Author(s)
Abstract
As products and services are becoming more and more similar and replaceable in many markets, companies have to permanently search for new sources of innovation. Especially in mature markets, marketing innovations (MI) provide an opportunity for differentiation and may lead to higher market performance (Andrews/Smith, 1996; Moore, 2005). MI, their consequences, and contingency variables are, despite of their relevance, still poorly understood (Beinert, 2008). Whereas prior research has investigated capabilities in product innovations, the fundamental questions of which capabilities are necessary to better identify, create, and execute MI have not been addressed. Drawing on the dynamic capability view of the firm (Teece/Pisano/Shuen, 1997), we propose that different configurations of MI capabilities are expected to be beneficial for companies.
Purpose of our research is to conceptualize MI, to identify MI capabilities depending on contingency variables in a company's environment, and to deliver specific implications for further marketing research in this topic. Furthermore, we will also give valuable insights from a practical point of view in providing detailed recommendations for managers.
Purpose of our research is to conceptualize MI, to identify MI capabilities depending on contingency variables in a company's environment, and to deliver specific implications for further marketing research in this topic. Furthermore, we will also give valuable insights from a practical point of view in providing detailed recommendations for managers.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
INFORMS Conference Organizing Committee
Publisher place
Ann Arbor
Start page
5
Event Title
32nd INFORMS Marketing Science Conference 2010
Event Location
Köln
Event Date
16.-19.06.2010
Subject(s)
Division(s)
Eprints ID
52069