IDEAS home Printed from https://ideas.repec.org/a/bla/jomstd/v23y1986i5p479-500.html
   My bibliography  Save this article

Marketing As Innovation The Eighth Paradigm

Author

Listed:
  • Kenneth Simmonds

Abstract

Marketing can be viewed as organized rational innovation ‐ a function concerned with identifying the opportunity for change, inducing the action required and monitoring the change once introduced. This viewpoint establishes innovation as an eighth paradigm for marketing, alongside seven paradigms previously recognized within marketing theory. It is the only paradigm to focus directly on the function of marketing ‐ on what the marketer actually does. As such, it draws traditional marketing management literature into marketing theory and highlights the problem of establishing and maintaining an innovative marketing function within an organizational environment resistant to change.

Suggested Citation

  • Kenneth Simmonds, 1986. "Marketing As Innovation The Eighth Paradigm," Journal of Management Studies, Wiley Blackwell, vol. 23(5), pages 479-500, September.
    • Handle: RePEc:bla:jomstd:v:23:y:1986:i:5:p:479-500
    DOI: 10.1111/j.1467-6486.1986.tb00433.x
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/j.1467-6486.1986.tb00433.x
    Download Restriction: no
    File URL: https://libkey.io/10.1111/j.1467-6486.1986.tb00433.x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. Mohammad Alawamleh & Loiy Bani Ismail & Diana Aqeel & Kamal Jamal Alawamleh, 2019. "The bilateral relationship between human capital investment and innovation in Jordan," Journal of Innovation and Entrepreneurship, Springer, vol. 8(1), pages 1-17, December.
    3. Pantelis Sotirelis & Evangelos Grigoroudis, 2021. "Total Quality Management and Innovation: Linkages and Evidence from the Agro-food Industry," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 12(4), pages 1553-1573, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:jomstd:v:23:y:1986:i:5:p:479-500. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0022-2380 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.