Marketing's Role for Firms' Renewal and Innovation Capability

Abstract

In Chapter 6, written by Richard Jones and Karin Tollin, it is proposed that marketing's role and contribution (as a discipline, set of activities, or organiza- tional unit) for firms' innovation capability still needs further exploration. The basis to this relates to the findings from an investigation of chief marketing executives' mindsets and an analysis of how marketing's role has been dealt with in the marketing literature until now. Two other and related propositions put forward are that marketing's contribution depends on its ability to treat ''creat- ing'' and ''sustaining'' as two distinct and unique fields of capabilities, and to make use of corporate branding as a strategic tool in order to realize a continuous and ambidextrous innovation strategy.