Success Factors in IT-Innovative Product Companies: A Conceptual Framework

  • Enric Serradell-López
  • Ana Isabel Jiménez-Zarco
  • Maria Pilar Martínez-Ruiz
Part of the Communications in Computer and Information Science book series (CCIS, volume 49)


The purpose of this paper is to explore the role that Information Technologies (ITs) play in product innovation processes, both as an element that strengthens marketing processes making possible consumer integration within the innovation framework, as well as the development of the organizational learning process. There are two main uses of ITs in marketing processes. First, they increase the likelihood and efficiency of communication and cooperative relationships between different agents, both inside and outside the organization. Second, they manage market data correctly, prioritizing its acquisition, storage and dissemination throughout the company, thereby developing market intelligence that can be used in the decision-making process.


product innovation process consumer integration cooperative relationships 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Enric Serradell-López
    • 1
  • Ana Isabel Jiménez-Zarco
    • 1
  • Maria Pilar Martínez-Ruiz
    • 2
  1. 1.Department of Business SciencesOpen University of Catalonia 
  2. 2.Marketing and Market Research DepartmentUniversidad de Castilla-La Mancha 

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