Decoupling Novelty from R&D: The Importance of Marketing Innovation for Performance

Christoph Grimpe, Rabikar Chatterjee, Mukesh Bhargava

    Publikation: KonferencebidragPaperForskningpeer review

    Abstrakt

    Conventional wisdom ties successful innovation primarily to technological R&D. In this paper, we introduce the concept of marketing innovation in which novelty originates separately from the innovative design, packaging, pricing, promotion, and/or distribution of technologically unchanged products and services. We argue that marketing innovation may significantly increase a firm’s innovation performance. Further, we posit that investments in marketing and technological innovation are substitutes because of resource constraints and a compounding of risks. We propose that the substitutive relationship is especially pronounced in small firms and high-tech industries. Based on the analysis of a dataset of 866 firms from a diverse set of industries in Germany, we find empirical support for our hypotheses, suggesting that novelty can in fact be decoupled from R&D
    OriginalsprogEngelsk
    Publikationsdato2014
    Antal sider40
    StatusUdgivet - 2014
    BegivenhedThe Academy of Management Annual Meeting 2014: The Power of Words - Philadelphia, USA
    Varighed: 1 aug. 20145 aug. 2014
    Konferencens nummer: 74
    http://aom.org/annualmeeting/

    Konference

    KonferenceThe Academy of Management Annual Meeting 2014
    Nummer74
    LandUSA
    ByPhiladelphia
    Periode01/08/201405/08/2014
    Internetadresse

    Emneord

    • Marketing innovation
    • Technological innovation
    • Novelty

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