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The impact of the synergy between quality management and marketing capabilities on product innovation: proposal of a conceptual framework

Author

Listed:
  • Younès El Manzani

    (FSJES - Faculté des Sciences Juridiques, Économiques et Sociales - Université de Marrakech, Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Mohamed Larbi Sidmou

    (FSJES - Faculté des Sciences Juridiques, Économiques et Sociales - Université de Marrakech)

  • Jean-Jack Cegarra

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

In the context of innovation, research that has attempted to explore the synergy between quality management and marketing are few. The main objective of this paper is to theoretically contribute in the understanding of the synergistic exchange between the quality management (ISO 9001) and marketing capabilities to improve the performance of product innovation.

Suggested Citation

  • Younès El Manzani & Mohamed Larbi Sidmou & Jean-Jack Cegarra, 2016. "The impact of the synergy between quality management and marketing capabilities on product innovation: proposal of a conceptual framework," Post-Print hal-02042637, HAL.
    • Handle: RePEc:hal:journl:hal-02042637
    as

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