Marketing's Role for Firms' Renewal and Innovation Capability

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Title Marketing's Role for Firms' Renewal and Innovation Capability
Author Gyrd-Jones, Richard; Tollin, Karin
Book Title Strategic market creation : a new perspective on marketing and innovation management
Editor Tollin, K. & Caru, A.
Year Published 2008
Place of publication Chichester, UK
Publisher J. Wiley
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.
Peer Reviewed Yes
Published Yes
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Copyright Statement Self-archiving is not yet supported by this publisher. Please refer to the publisher's website or contact the author(s) for more information.
Chapter Number 6
Page from 124
Page to 157
ISBN 9780470694275
Date Accessioned 2011-02-10
Language en_AU
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Book Chapters
Publication Type Code b1x

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