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| Tekijä: | Story, V. Hart, S. O'Malley, L. |
| Otsikko: | Rational resources and competences for radical product innovation |
| Lehti: | Journal of Marketing Management
2009 : VOL. 25:5-6, p. 461-481 |
| Asiasana: | competencies innovation marketing |
| Kieli: | eng |
| Tiivistelmä: | Numerous authors have published research on "product innovation" with an alternative conceptualisations process centre stage. Much of this research, however, is rooted in theories intrinsically concerned with incremental product development and most of that relating to physical consumer goods. More recently, some product innovation research has turned to the specific issue of radical innovation, concluding again that the traditional "stage" models are a necessary but insufficient conceptual framework for analysis. At the same time, the conceptual foundations of marketing have been strengthened by the discussion of the role of interaction, markets and networks. This paper is located where these trends in marketing and innovation research intersect by examining the marketing competences required for radical product innovation. |
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