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

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email