International Journal of Sustainable Strategic Management, 2010
Apathy by both industry and academia continues to linger with respect to the role marketing innov... more Apathy by both industry and academia continues to linger with respect to the role marketing innovation plays in corporate success, made visible by the overwhelming concentration of organizational and scholarly research on product innovation. This study introduces marketing innovation as another innovation vehicle that can lead to sustained competitive advantage, particularly when synergistically combined with product innovation. In this paper the dynamics of marketing innovation throughout the industry life cycle are examined, along with the implications of marketing innovation for firm sustained competitive advantage and performance. It is proposed that the positive synergy created by marketing innovation and product innovation leads to greater competitive advantage and, subsequently, firm success than either innovation alone. Lastly, the study draws innovation for sustainability into the multidimensional mix as a new key ingredient for sustained competitive advantage in today's environment.
World Review of Intermodal Transportation Research, 2010
Part of the Business Administration, Management, and Operations Commons This Article is brought t... more Part of the Business Administration, Management, and Operations Commons This Article is brought to you for free and open access by the College of Business at Scholarly Commons. It has been accepted for inclusion in Department of Management, Marketing & Operations-Daytona Beach by an authorized administrator of Scholarly Commons. For more information, please contact [email protected].
International Journal of Sustainable Strategic Management, 2010
Apathy by both industry and academia continues to linger with respect to the role marketing innov... more Apathy by both industry and academia continues to linger with respect to the role marketing innovation plays in corporate success, made visible by the overwhelming concentration of organizational and scholarly research on product innovation. This study introduces marketing innovation as another innovation vehicle that can lead to sustained competitive advantage, particularly when synergistically combined with product innovation. In this paper the dynamics of marketing innovation throughout the industry life cycle are examined, along with the implications of marketing innovation for firm sustained competitive advantage and performance. It is proposed that the positive synergy created by marketing innovation and product innovation leads to greater competitive advantage and, subsequently, firm success than either innovation alone. Lastly, the study draws innovation for sustainability into the multidimensional mix as a new key ingredient for sustained competitive advantage in today's environment.
World Review of Intermodal Transportation Research, 2010
Part of the Business Administration, Management, and Operations Commons This Article is brought t... more Part of the Business Administration, Management, and Operations Commons This Article is brought to you for free and open access by the College of Business at Scholarly Commons. It has been accepted for inclusion in Department of Management, Marketing & Operations-Daytona Beach by an authorized administrator of Scholarly Commons. For more information, please contact [email protected].
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Papers by Janet Tinoco