The role of sales department in the development of radical innovations

Abstract

• Is the sales\marketing department involved in the development process of innovative products? Or is simply responsible for the market launch of the outcome of such process, without any possibility to get involved? • In the market launch phase, there is the need for the sales\marketing department to develop specific competences for particularly innovative products (or radical innovations)? • The role and the impact of marketing decisions about new product development are the same in the B2C and B2C context?