- List of Figures
- List of Tables
- List of Contributors
- Perspectives on Innovation Management
- The Nature of Innovation
- Marketing and Innovation
- Science, Technology, and Business Innovation
- User-driven Innovation
- Networks of Innovation
- Knowledge and the Management of Creativity and Innovation
- Design-Driven Innovation: Meaning as a Source of Innovation
- Brokerage and Innovation
- Sectoral Systems of Innovation
- Innovation Ecosystems: Implications for Innovation Management?
- Markets for Technology
- Capital Markets, Innovation Systems, and the Financing of Innovation
- Consumption of Innovation
- Sustainable Innovation Management
- Managing Social Innovation
- Innovation Management in Japan
- Innovation Management in China
- Technology and Innovation
- Innovation, Strategy, and Hypercompetition
- Business Model Innovation
- Managing Open Innovation
- Collaboration and Innovation Management
- Organizing Innovation
- Human Resource Management Practices and Innovation
- Managing R&D and New Product Development
- Internationalization of Research and Development
- Intellectual Property Rights, Standards, and the Management of Innovation
- Mergers and Acquisitions and Innovation
- Services, Innovation, and Managing Service Innovation
- Innovation and Project Management
- Platforms and Innovation
Abstract and Keywords
This chapter examines how marketing influences innovation both as a location for as well as a source of innovation within firms. Regarding marketing as a location for innovation, this article examines how firms innovate in terms of: (a) who to market to, specifically, how firms identify new customer segments, choose new target segments, and identify new market spaces; (b) what to market to target consumers, i.e., create new value propositions and innovate around product, price, promotion, and distribution; and (c) how to market to target consumers, i.e., create new ways to deliver the value proposition by reducing fixed costs, achieving economies of scale and exploiting experience curve effects. Regarding marketing as a source of innovation, the chapter examines: (a) how a firm’s market orientation impacts how it innovates, and (b) how, through the inter-functional coordination needed to identify, develop, and deliver new offerings, marketing informs innovation in other parts of the firm such as R&D, HR, and finance.
Jaideep Prabhu, Jawaharlal Nehru Professor of Indian Business and Enterprise and Director of the Centre for India and Global Business at Judge Business School, University of Cambridge.
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