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Cite as
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Full Title
MERCATI E COMPETITIVITÀ
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Publisher
FrancoAngeli
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ISSN
1826-7386 (Printed Journal)
1972-4861 (Online Journal)
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Journal Issue Number
1
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Journal Issue Designation
1
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Journal Issue Date (YYYY/MM)
2016/03
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Full Title
Technological innovation and marketing. a multi-perspective analysis
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By (author)
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First Page
19
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Last Page
44
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Language of text
English
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Publication Date
2016/03
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Copyright
2016 FrancoAngeli srl
Introduction or preface
How can we develop new products, services, and systems that are able to satisfy the needs of firms potential customers not yet emerged? How should we rethink technology innovation processes under the requirements of value co-creation? How can we foster innovation through effective links between marketing and R&D departments, both inside and outside the boundary spanning of a single firm? With the aim to stimulate answers to these questions, we launched a special issue of Mercati e Competitività on Technology, innovation and marketing. Coming challenges in an emerging new business landscape. In this introductory paper, we argue that the relationship between technological innovation and marketing is multifaceted and multidirectional. Thus, the paper proposes a conceptual framework to highlight the different perspectives through which this relationship can be investigated. In the last section, we present the different papers collected in the special issue and position these papers within the proposed conceptual framework.
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