Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Marketing Innovation: The Unheralded Innovation Vehicle To Sustained Competitive Advantage, Janet K. Tinoco
Marketing Innovation: The Unheralded Innovation Vehicle To Sustained Competitive Advantage, Janet K. Tinoco
Janet K. Tinoco
Apathy by both industry and academia continues to linger with respect to the role marketing innovation plays in corporate success, made visible by the overwhelming concentration of organizational and scholarly research on product innovation. This study introduces marketing innovation as another innovation vehicle that can lead to sustained competitive advantage, particularly when synergistically combined with product innovation. In this paper the dynamics of marketing innovation throughout the industry life cycle are examined, along with the implications of marketing innovation for firm sustained competitive advantage and performance. It is proposed that the positive synergy created by marketing innovation and product innovation …
Editorial For Dynamics Of Innovation And Competitive Strategy In Transportation Research, Janet K. Tinoco
Editorial For Dynamics Of Innovation And Competitive Strategy In Transportation Research, Janet K. Tinoco
Janet K. Tinoco
No abstract provided.