Marketing Commons^™

Managing Traditional Pipeline And Platform Innovation, Shaoling Katee Zhang

Doctoral Dissertations

This dissertation explores emerging innovation phenomena in two domains: pipeline and platform innovation domains, which are distinguishable because innovations are very much different under them. Innovations under the pipeline innovation domain are often classified into a certain form, such as product innovations, while innovations in the platform innovation domain are not singularly confined to one form. Regarding the pipeline innovation domain, extant innovation literature has taken the predominant technological view while paid less attention on non-technological perspective. However, marketing innovations, which are non-technological type of innovation, are increasingly adopted worldwide. Thus, I introduce my Essay 1 to explore how marketing …