IDEAS home Printed from https://ideas.repec.org/a/taf/ecinnt/v23y2014i5-6p517-543.html
   My bibliography  Save this article

Marketing and persistent innovation success

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/10438599.2014.895512
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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 (Seville site).
    3. Gabriele Pellegrino & Mariacristina Piva & Marco Vivarelli, 2009. "How do young innovative companies innovate?," Jena Economic 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.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Stéphane 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.
    2. Caroline Mothe & Thuc Uyen Nguyen-Thi, 2017. "Persistent openness and environmental innovation: An empirical analysis of French manufacturing firms," Post-Print hal-01609129, HAL.
    3. MOTHE Caroline & NGUYEN Thi Thuc Uyen, 2016. "Openness and environmental innovation: Does time-horizon matter?," LISER Working Paper Series 2016-13, LISER.
    4. 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 - Zentrum für Europäische Wirtschaftsforschung / Center for European Economic Research.
    5. repec:eee:respol:v:47:y:2018:i:2:p:379-389 is not listed on IDEAS
    6. 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).

    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:taf:ecinnt:v:23:y:2014:i:5-6:p:517-543. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Chris Longhurst). General contact details of provider: http://www.tandfonline.com/GEIN20 .

    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.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.