The management of marketing knowledge in the early phases of the innovation process
by Pamela Adams
International Journal of Technology Marketing (IJTMKT), Vol. 4, No. 2/3, 2009

Abstract: This article examines the challenges that the management of marketing knowledge faces in the early phases of the innovation process. In order to develop a deeper understanding of the issue, knowledge is disentangled along three lines: the types and sources of knowledge needed for innovation, the methods used for knowledge acquisition, and knowledge governance. The article then presents a conceptual framework to understand how knowledge management differs across four broad types of innovation processes: incremental innovations, new solutions, new applications and radical innovations. This framework provides a basis to broaden both the current agenda in the marketing literature, which is focused mainly on radical innovation, and the traditional role of marketing managers in the early phases of the innovation process.

Online publication date: Sat, 27-Jun-2009

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