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Marketing and persistent innovation success

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  • Stephane Lhuillery

Abstract

Despite their critical roles in innovation success, marketing activities are overlooked when the sources of innovation persistence are considered. Using three waves of the French Community innovation survey covering the period 2002-2008, this paper investigates the influence of marketing activities on innovation success and in particular on persistent innovation success in high-tech industries. Our results confirm that innovation success depends on past innovation success. Innovation marketing does not positively influence persistent innovation success in low-tech industries. The dynamic of innovation marketing is found to be more complex in high-tech industries: innovation marketing positively influences persistent innovation success for incremental innovation but negatively influences it for radical innovation. We therefore provide support to the existing literature on ambidextrous organizations which, for the most part, associate incremental innovation success with marketing and radical innovation success with R&D resources. Innovation marketing also impacts innovation success over the short term. However, there is no evidence of a positive carry-over effect from innovation marketing activities over time (short or long term). The results regarding the short-term effects of innovation marketing activities mainly hold for low-tech industries.

Suggested Citation

  • Stephane Lhuillery, 2014. "Marketing and persistent innovation success," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 23(5-6), pages 517-543, September.
    • Handle: RePEc:taf:ecinnt:v:23:y:2014:i:5-6:p:517-543
    DOI: 10.1080/10438599.2014.895512
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    References listed on IDEAS

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    1. Stephen Roper & James Love & Priit Vahter, 2012. "The value of design strategies for new product development: Some econometric evidence," The Centre for Small and Medium Sized Enterprises Research Paper Series 114, Centre for Small and Medium Sized Enterprises, Warwick Business School, University of Warwick.
    2. Abraham Garcia, 2011. "The relevance of marketing in the success of innovations," JRC Working Papers on Corporate R&D and Innovation 2011-09, Joint Research Centre.
    3. Gabriele Pellegrino & Mariacristina Piva & Marco Vivarelli, 2009. "How do young innovative companies innovate?," Jena Economics Research Papers 2009-055, Friedrich-Schiller-University Jena.
    4. Christian Le Bas & Caroline Mothe & Thuc Uyen Nguyen-Thi, 2011. "Technological innovation persistence : Literature survey and exploration of the role of organizational innovation," Working Papers halshs-00649095, HAL.
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    Cited by:

    1. Caroline Danièle Mothe & Thuc Uyen Nguyen-Thi, 2017. "Persistent openness and environmental innovation: An empirical analysis of French manufacturing firms," Post-Print hal-01609129, HAL.
    2. Rammer, Christian & Schubert, Torben, 2018. "Concentration on the few: mechanisms behind a falling share of innovative firms in Germany," Research Policy, Elsevier, vol. 47(2), pages 379-389.
    3. Eleonora Bartoloni & Maurizio Baussola, 2015. "Persistent Product Innovation and Market-oriented Behaviour: the Impact on Firms' Performance," DISCE - Quaderni del Dipartimento di Scienze Economiche e Sociali dises1505, Università Cattolica del Sacro Cuore, Dipartimenti e Istituti di Scienze Economiche (DISCE).
    4. Stephane Lhuillery & Julio Raffo & Intan Hamdan-Livramento, 2016. "Measuring creativity: Learning from innovation measurement," WIPO Economic Research Working Papers 31, World Intellectual Property Organization - Economics and Statistics Division.
    5. Rammer, Christian & Schubert, Torben, 2016. "Concentration on the few? R&D and innovation in German firms 2001 to 2013," ZEW Discussion Papers 16-005, ZEW - Leibniz Centre for European Economic Research.
    6. Khalid Naser AL Zubi, 2023. "The Effect of E-Marketing on The Performance of Small Business Enterprises," International Journal of Business and Management, Canadian Center of Science and Education, vol. 18(1), pages 1-88, February.
    7. MOTHE Caroline & NGUYEN Thi Thuc Uyen, 2016. "Openness and environmental innovation: Does time-horizon matter?," LISER Working Paper Series 2016-13, Luxembourg Institute of Socio-Economic Research (LISER).
    8. Marta F. Arroyabe & Martin Schumann, 2022. "On the Estimation of True State Dependence in the Persistence of Innovation," Oxford Bulletin of Economics and Statistics, Department of Economics, University of Oxford, vol. 84(4), pages 850-893, August.

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