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Paper info: The Marketing Function in Exploratory Product Innovation: Contrasting Different Project Types

Title


The Marketing Function in Exploratory Product Innovation: Contrasting Different Project Types

Authors


Armand Smits, Ben Dankbaar and Geert Vissers

Place of Publication


The paper was published at the 27th IMP-conference in Glasgow, Scotland in 2011.

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Abstract


This paper focuses on the marketing function in product innovation projects in
established b-t-b firms. The marketing function in an innovation project is a term to
denote both the project members that connect the project to customers or, more broadly,
the market, and their activities in innovation projects. Drawing on data from four
successful product innovation cases in the chemical industry, and distinguishing
between a low and high level of exploration, the paper identifies similarities and
differences in the marketing function. We find cross -functional integration and close
customer collaboration being similar in all four projects, but we find differences in
several market information generation practices, and differences in the overall
organizational position of the marketers (i.e. those performing marketing tasks) between
low exploration projects on one hand and high exploration projects on the other hand.
The paper contributes to an emerging literature that addresses the marketing function in
the context of exploratory product innovation.
Keywords: Marketing function, exploratory product innovation, market information,
multiple cases.
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