Open Access. Powered by Scholars. Published by Universities.®
- Publication
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 …
Study Of Collaborative Marketing Approach For Borderless Business World, Dipanjay Jayant Bhalerao
Study Of Collaborative Marketing Approach For Borderless Business World, Dipanjay Jayant Bhalerao
Dipanjay Jayant Bhalerao
The business world with borders is like a pond where the constraints are small and simple. But business world in the borderless world will be like an ocean where the borders seem without limits but with high complexity. So what makes the business simpler in limited markets is the “Degree of knowledge “about the markets & business. Fragmented markets make it easy for the entire marketer’s to compete in such businesses. But in case of the Borderless business environment this “Degree of Knowledge “about the markets becomes lower in a very strange way. So much so that in spite of …