Title: The management of marketing knowledge in the early phases of the innovation process

Authors: Pamela Adams

Addresses: Franklin College Switzerland, Via Ponte Tresa 29, 6924 Sorengo (Lugano), Switzerland

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.

Keywords: innovation processes; marketing research; knowledge management; new product development; NPD; early phase innovation; knowledge acquisition; knowledge governance; marketing management.

DOI: 10.1504/IJTMKT.2009.026865

International Journal of Technology Marketing, 2009 Vol.4 No.2/3, pp.113 - 128

Published online: 27 Jun 2009 *

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