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Marketing Letters

, Volume 24, Issue 4, pp 323–337 | Cite as

Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda

  • Abbie Griffin
  • Brett W. Josephson
  • Gary LilienEmail author
  • Fred Wiersema
  • Barry Bayus
  • Rajesh Chandy
  • Ely Dahan
  • Steve Gaskin
  • Ajay Kohli
  • Christopher Miller
  • Ralph Oliva
  • Jelena Spanjol
Article

Abstract

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firmsinnovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1) improving customer needs understanding and customer involvement in developing new products, (2) innovating beyond the lab, (3) disseminating and implementing research findings in firms, and (4) marketing’s overall role in innovation. This article defines these themes, sketches the current status of knowledge about each theme, frames practitioners’ issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully.

Keywords

Innovation B2B New products Open innovation 

Notes

Acknowledgments

The authors would like to acknowledge the Institute for the Study of Business Markets for its support.

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Copyright information

© Springer Science+Business Media New York 2013

Authors and Affiliations

  • Abbie Griffin
    • 1
  • Brett W. Josephson
    • 2
  • Gary Lilien
    • 3
    Email author
  • Fred Wiersema
    • 4
  • Barry Bayus
    • 5
  • Rajesh Chandy
    • 6
  • Ely Dahan
    • 7
  • Steve Gaskin
    • 8
  • Ajay Kohli
    • 9
  • Christopher Miller
    • 10
  • Ralph Oliva
    • 11
  • Jelena Spanjol
    • 12
  1. 1.University of UtahSalt Lake CityUSA
  2. 2.Washington State UniversityPullmanUSA
  3. 3.Pennsylvania State UniversityUniversity ParkUSA
  4. 4.B2B Leadership BoardISBMUniversity ParkUSA
  5. 5.University of North CarolinaChapel HillUSA
  6. 6.London Business SchoolLondonUK
  7. 7.UCLALos AngelesUSA
  8. 8.Applied Marketing ScienceWalthamUSA
  9. 9.Georgia Institute of TechnologyAtlantaUSA
  10. 10.Innovation FocusLancasterUSA
  11. 11.The Pennsylvania State UniversityUniversity ParkUSA
  12. 12.University of Illinois at ChicagoChicagoUSA

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