Vedi metadata
I METADATI DI QUESTO DOI SONO STATI AGGIORNATI IL: 2024-01-10 22:57
Cite as
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Titolo completo
MERCATI E COMPETITIVITÀ
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Editore
FrancoAngeli
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ISSN
1826-7386 (Rivista Stampata)
1972-4861 (Rivista Online)
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Numero del fascicolo
1
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Designazione del fascicolo
1
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Data del fascicolo (YYYY/MM)
2016/03
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Titolo completo
Technological innovation and marketing. a multi-perspective analysis
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Di (autore)
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Prima Pagina
19
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Ultima Pagina
44
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Lingua del testo
Inglese
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Data di publicazione
2016/03
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Copyright
2016 FrancoAngeli srl
Introduzione o prefazione
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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10.3280/MC2016-001003
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