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The past, present, and future of innovation research

Author

Listed:
  • Byung Cheol Lee

    (Columbia University)

  • Christine Moorman

    (Duke University)

  • C. Page Moreau

    (University of Wisconsin-Madison)

  • Andrew T. Stephen

    (University of Oxford)

  • Donald R. Lehmann

    (Columbia University)

Abstract

The goal of a business is to enhance profitable revenue. Often this mission is accomplished by innovation, commonly by the process of bringing new products or services to market. This paper identifies major trends in the literature and practice and provides a perspective on how these trends may guide future research on innovation. Specifically, we document six themes that have appeared in research on the innovation process and discuss how scholars have developed ways to measure, predict, and explain each of these processes. Lastly, we offer our perspectives on future research topics on innovation reflecting on the impact of technological advancements.

Suggested Citation

  • Byung Cheol Lee & Christine Moorman & C. Page Moreau & Andrew T. Stephen & Donald R. Lehmann, 2020. "The past, present, and future of innovation research," Marketing Letters, Springer, vol. 31(2), pages 187-198, September.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09528-6
    DOI: 10.1007/s11002-020-09528-6
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    References listed on IDEAS

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    2. Ávila-Robinson, Alfonso & Islam, Nazrul & Sengoku, Shintaro, 2022. "Exploring the knowledge base of innovation research: Towards an emerging innovation model," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    3. Yu Ding & Wayne S. DeSarbo & Dominique M. Hanssens & Kamel Jedidi & John G. Lynch & Donald R. Lehmann, 2020. "The past, present, and future of measurement and methods in marketing analysis," Marketing Letters, Springer, vol. 31(2), pages 175-186, September.
    4. Tuğba Yeğin & Muhammad Ikram, 2022. "Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach," Sustainability, MDPI, vol. 14(17), pages 1-32, August.
    5. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    6. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2023. "A Sectorial Validation and Application of a Conceptual Framework for Creating a Brand Management Strategy," Businesses, MDPI, vol. 3(3), pages 1-17, July.
    7. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2022. "A Conceptual Framework for Creating Brand Management Strategies," Businesses, MDPI, vol. 2(4), pages 1-16, December.

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