Authors: Rene Chester Goduscheit
Addresses: Centre for Industrial Production, Aalborg University, Fibigerstraede 16, DK-9220 Aalborg, Denmark
Abstract: The aim of this paper is to contribute to the understanding of interorganisational innovation projects and interorganisational settings as an arena for marketing. The literature review identifies a need to elaborate on the strategic challenges facing an organisation which is seeking to establish and lead an interorganisational network. These challenges are aimed at interorganisational networks in general and networks in which (potential) customers participate in particular. An interorganisational network in the Danish energy sector serves as the empirical basis of the paper. The paper presents a number of findings regarding the involvement of potential partners in the project, intra- and interorganisational anchorage, profile of project managers and management of customer relations within an interorganisational setting.
Keywords: interorganisational networks; market orientation; leadership; intraorganisational anchorage; marketing; interorganisational anchorage; open innovation; customer relationship management; project management; partner involvement.
International Journal of Technology Marketing, 2009 Vol.4 No.2/3, pp.149 - 164
Published online: 27 Jun 2009 *Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article