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Research on Innovation: A Review and Agenda for

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Author Info

  • John Hauser

    ()
    (MIT, Sloan School of Management, Massachusetts Institute of Technology, 38 Memorial Drive, Cambridge, Massachusetts 02142-1307)

  • Gerard J. Tellis

    ()
    (Marshall School of Business, University of Southern California, Los Angeles, California 90089-0443)

  • Abbie Griffin

    ()
    (University of Illinois at Urbana-Champaign, 1206 South 6th Street, Champaign, Illinois 61820)

Abstract

Innovation is one of the most important issues in business research today. It has been studied in many independent research traditions. Our understanding and study of innovation can benefit from an integrative review of these research traditions. In so doing, we identify 16 topics relevant to marketing science, which we classify under five research fields: - Consumer response to innovation, including attempts to measure consumer innovativeness, models of new product growth, and recent ideas on network externalities; Organizations and innovation, which are increasingly important as product development becomes more complex and tools more effective but demanding; - Market entry strategies, which includes recent research on technology revolution, extensive marketing science research on strategies for entry, and issues of portfolio management; - Prescriptive techniques for product development processes, which have been transformed through global pressures, increasingly accurate customer input, Web-based communication for dispersed and global product design, and new tools for dealing with complexity over time and across product lines; - Defending against market entry and capturing the rewards of innovating, which includes extensive marketing science research on strategies of defense, managing through metrics, and rewards to entrants. For each topic, we summarize key concepts and highlight research challenges. For prescriptive research topics, we also review current thinking and applications. For descriptive topics, we review key findings.

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Bibliographic Info

Article provided by INFORMS in its journal Marketing Science.

Volume (Year): 25 (2006)
Issue (Month): 6 (11-12)
Pages: 687-717

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Handle: RePEc:inm:ormksc:v:25:y:2006:i:6:p:687-717

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Keywords: innovation; new products; consumer innovativeness; diffusion models; network externalities; strategic entry; defensive strategy; ideation; rewards to entrants; metrics;

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Cited by:
  1. Adriana Pau Ph. D Student, 2011. "The Role Of The Orientation Towards Innovation Within Organisation," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(39), pages 151-155, May.
  2. Mihai DRAGHICI & Andreea Jenica PETCU (DRAGHICI), 2011. "Knowledge Transfer - The Key To Drive Innovation For Service Organizations Excellence," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 1(4), pages 2, June.
  3. Bitner, Mary Jo & Brown, Stephen W., 2008. "The service imperative," Business Horizons, Elsevier, vol. 51(1), pages 39-46.
  4. Bartels, Jos & Reinders, Machiel J., 2011. "Consumer innovativeness and its correlates: A propositional inventory for future research," Journal of Business Research, Elsevier, vol. 64(6), pages 601-609, June.
  5. Thierry BURGER-HELMCHEN & Claude GUITTARD, 2008. "Are Users The Next Entrepreneurs? A Case Study On The Video Game Industry," Working Papers of BETA 2008-14, Bureau d'Economie Théorique et Appliquée, UDS, Strasbourg.
  6. Renato Guseo & Mariangela Guidolin, 2008. "Cellular automata and Riccati equation models for diffusion of innovations," Statistical Methods and Applications, Springer, vol. 17(3), pages 291-308, July.
  7. Marc Fischer & Peter Leeflang & Peter Verhoef, 2010. "Drivers of peak sales for pharmaceutical brands," Quantitative Marketing and Economics, Springer, vol. 8(4), pages 429-460, December.
  8. Donald Lehmann & Mercedes Esteban-Bravo, 2006. "When giving some away makes sense to jump-start the diffusion process," Marketing Letters, Springer, vol. 17(4), pages 243-254, December.
  9. Duane Ireland, R. & Webb, Justin W., 2007. "Strategic entrepreneurship: Creating competitive advantage through streams of innovation," Business Horizons, Elsevier, vol. 50(1), pages 49-59.
  10. John Hauser, 2011. "A marketing science perspective on recognition-based heuristics (and the fast-and-frugal paradigm)," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 6(5), pages 396-408, July.

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