Samenvatting
Summary Lectures + Articles M&I 23/24
Samenvatting/ Summary Lectures + Articles 23/24 Marketing and Innovation, M&I, Radboud
[Meer zien]Voorbeeld 4 van de 64 pagina's
Voorbeeld 4 van de 64 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
lOMoAR cPSD| 6901498Lecture Notes + Articles Marketing & Innovation
,
, lOMoAR cPSD| 6901498
Inhoudsopgave
Marketing and Innovation ................................................................................................................................ 2
Lecture 1 – Introduction ...................................................................................................................................... 2
Lecture 2 – The Curse of Success ......................................................................................................................... 4
Article 1: Tripsas et al. ......................................................................................................................................... 4
Article 2: Hillebrand et al. .................................................................................................................................... 4
Lecture 3 – Adoption ........................................................................................................................................... 9
Article 3: Hubert et al...................................................................................................................................... 9
Article 4: Mani & Chouck .............................................................................................................................. 10
Lecture 4 – The NPD process and the role of marketing in that process ........................................................... 16
Article 5: Workman ....................................................................................................................................... 16
Article 6: Evanschitzky et al. .......................................................................................................................... 17
Article 7: Roberts et al. ................................................................................................................................. 17
Lecture 5 – NPD in ecosystems .......................................................................................................................... 21
Article 8: Berends et al. ................................................................................................................................. 21
Article 9: Nenonen et al. ............................................................................................................................... 22
Lecture 6 – The fuzzy front-end Part I................................................................................................................ 26
Article 10: Van Kleef et al. ............................................................................................................................. 26
Article 11: Hauser ......................................................................................................................................... 27
Article 12: Bitner et al. .................................................................................................................................. 27
Lecture 7 – The fuzzy front-end Part II............................................................................................................... 35
Article 13: Fuller et al. ................................................................................................................................... 35
Article 14: Gatzweiler et al. ........................................................................................................................... 35
Article 15: Schweisfurth ................................................................................................................................ 36
Lecture 8 – Testing and forecasting ................................................................................................................... 42
Article 16: Eliëns et al.................................................................................................................................... 42
Lecture 9– Product launch ................................................................................................................................. 48
Article 17: Guiltinan ...................................................................................................................................... 48
Article 18: Golder & Tellis ............................................................................................................................. 49
Article 19: Sorescu et al. ............................................................................................................................... 49
Lecture 10– After the launch ............................................................................................................................. 54
Article 20: Kuester et al. ................................................................................................................................ 54
Article 21: Homburg et al. ............................................................................................................................. 54
And now… the exam .......................................................................................................................................... 61
1
, lOMoAR cPSD| 6901498
Marketing and Innovation
Lecture 1 – Introduction
Peter Drucker (1909 – 2005): ’Any business enterprise has two, and only these two, basic functions:
marketing and innovation’ (1954, p.37)
Market orientation – innovation
[…] innovatins facilitate the conversion of market-oriented business philosophy into superior
corporate performance (Han et al. JM 1988)
Market orientation Innovation
Performance
i.e. innovation is one way of implementing market orientation
Competing on…
- Differentiation (3) = On the product itself; On additional services & On brand/image
- Price
Which strategy do you prefer?
Are A-brands in trouble?
They should innovate more. There are too many me-too products. (Bas Keibek, CEo of consultancy
firm OC&C (cited in Intermediair)
Innovation for survival
Products introduced in last 5 years generate: Sales (41 percent in new products and 59 in existing
products) and Profits (39 percent in new products & 61 in existing products) (Hultink and Robben,
JPIM 1995)
New products and sales promotion in the automobile industry
Impact of… short run long run
NP introduction on revenue + ++ NP
introduction on profit + ++
NP introduction on firm value + ++
Promotions on revenue + ++
Promotions on profit + -
Promotions on firm value + -
NP intro on use promotions - Source: Pauwels et al. (JM 2004); + = positive impact, ++ =
strong positive impact, - = negative impact
P&G: $2 billion a year on R&D - Promotions may win quarters, innovation wins decades (Bob
McDonald, CEO P&G)
Importance of new products (3) = Facilitates implementing market orientation; Needed for
differentiating from competitors & Needed for LT performance/survival
So what is the problem? I.e. why a course on marketing & innovation?
Inertia = Keep on doing the same thing, absence of change. But, by definition, innovation is change
(3) = For the customers, For the firm & For the firm’s context
2
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper niekbastiaans. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 76799 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen