Marketing's roles in innovation in business-to-business firms: Status, issues, and research agenda

Griffin, A; Josephson, BW; Lilien, G; Wiersema, F; Bayus, B; Chandy, R; Dahan, E; Gaskin, S; Kohli, A; Miller, C; Oliva, R; Spanjol, J

Marketing's roles in innovation in business-to-business firms: Status, issues, and research agenda

Griffin, A Josephson, BW Lilien, G

Wiersema, F Bayus, B Chandy, R Dahan, E Gaskin, S Kohli, A Miller, C Oliva, R Spanjol, J

Permalink

Publication Type:: Journal Article
Citation:: Marketing Letters, 2013, 24 (4), pp. 323 - 337
Issue Date:: 2013-12-01

Closed Access

	Filename	Description	Size
	10.1007%2Fs11002-013-9240-7.pdf	Published Version	203.21 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Griffin, A	en_US
dc.contributor.author	Josephson, BW	en_US
dc.contributor.author	Lilien, G https://orcid.org/0000-0001-7314-1128	en_US
dc.contributor.author	Wiersema, F	en_US
dc.contributor.author	Bayus, B	en_US
dc.contributor.author	Chandy, R	en_US
dc.contributor.author	Dahan, E	en_US
dc.contributor.author	Gaskin, S	en_US
dc.contributor.author	Kohli, A	en_US
dc.contributor.author	Miller, C	en_US
dc.contributor.author	Oliva, R	en_US
dc.contributor.author	Spanjol, J	en_US
dc.date.issued	2013-12-01	en_US
dc.identifier.citation	Marketing Letters, 2013, 24 (4), pp. 323 - 337	en_US
dc.identifier.issn	0923-0645	en_US
dc.identifier.uri	http://hdl.handle.net/10453/118153
dc.description.abstract	A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms' innovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1) improving customer needs understanding and customer involvement in developing new products, (2) innovating beyond the lab, (3) disseminating and implementing research findings in firms, and (4) marketing's overall role in innovation. This article defines these themes, sketches the current status of knowledge about each theme, frames practitioners' issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully. © 2013 Springer Science+Business Media New York.	en_US
dc.relation.ispartof	Marketing Letters	en_US
dc.relation.isbasedon	10.1007/s11002-013-9240-7	en_US
dc.subject.classification	Marketing	en_US
dc.title	Marketing's roles in innovation in business-to-business firms: Status, issues, and research agenda	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	24	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	24	en_US

Abstract:

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms' innovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1) improving customer needs understanding and customer involvement in developing new products, (2) innovating beyond the lab, (3) disseminating and implementing research findings in firms, and (4) marketing's overall role in innovation. This article defines these themes, sketches the current status of knowledge about each theme, frames practitioners' issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully. © 2013 Springer Science+Business Media New York.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/118153