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

Author

Listed:
  • Abbie Griffin
  • Brett Josephson
  • Gary Lilien
  • Fred Wiersema
  • Barry Bayus
  • Rajesh Chandy
  • Ely Dahan
  • Steve Gaskin
  • Ajay Kohli
  • Christopher Miller
  • Ralph Oliva
  • Jelena Spanjol

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 firms’ innovation 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. Copyright Springer Science+Business Media New York 2013

Suggested Citation

  • Abbie Griffin & Brett Josephson & Gary Lilien & Fred Wiersema & Barry Bayus & Rajesh Chandy & Ely Dahan & Steve Gaskin & Ajay Kohli & Christopher Miller & Ralph Oliva & Jelena Spanjol, 2013. "Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda," Marketing Letters, Springer, vol. 24(4), pages 323-337, December.
    • Handle: RePEc:kap:mktlet:v:24:y:2013:i:4:p:323-337
    DOI: 10.1007/s11002-013-9240-7
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    1. Martin G Moehrle & Irina Pfennig & Jan M Gerken, 2017. "Identifying Lead Users In A B2b Environment Based On Patent Analysis — The Case Of The Crane Industry," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(06), pages 1-20, August.
    2. Andrea Setti, 2020. "Linking science-based firms with performance factors: An integrative systematic review of literature," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(2), pages 09-42, March.
    3. Lilien, Gary L., 2016. "The B2B Knowledge Gap," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 543-556.
    4. Gök, Osman & Peker, Sinem & Hacioglu, Gungor, 2015. "The marketing department’s reputation in the firm," European Management Journal, Elsevier, vol. 33(5), pages 366-380.
    5. Yihui (Elina) Tang & Detelina Marinova, 2020. "When less is more: the downside of customer knowledge sharing in new product development teams," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 288-307, March.
    6. Chang Liu & Yueli Xu, 2021. "Consumer Sentiment Involvement in Big Data Analytics and Its Impact on Product Design Innovation," Sustainability, MDPI, vol. 13(21), pages 1-12, October.
    7. Jean, Ruey Jer “Bryan” & Kim, Daekwan & Bello, Daniel C., 2017. "Relationship-based product innovations: Evidence from the global supply chain," Journal of Business Research, Elsevier, vol. 80(C), pages 127-140.
    8. Keszey, Tamara & Biemans, Wim, 2016. "Sales–marketing encroachment effects on innovation," Journal of Business Research, Elsevier, vol. 69(9), pages 3698-3706.
    9. Sean Yim & Brett Josephson & Jean Johnson & Sanjay Sisodiya, 2015. "Interfirm Relational Strategies and Innovation: the Role of Interfirm Relational Traits and Firm Resources," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(3), pages 230-244, September.
    10. A. El Hajaji & A. Serghini & K. Mokhlis & K. Hilal & E. B. Mermri, 2017. "Game options approach in company radical technological innovation with generalized poisson jump process," International Journal of Financial Engineering (IJFE), World Scientific Publishing Co. Pte. Ltd., vol. 4(02n03), pages 1-18, June.

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    Keywords

    Innovation; B2B; New products; Open innovation;
    All these keywords.

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