Abstract
The purpose of this paper is to explore the role that Information Technologies (ITs) play in product innovation processes, both as an element that strengthens marketing processes making possible consumer integration within the innovation framework, as well as the development of the organizational learning process. There are two main uses of ITs in marketing processes. First, they increase the likelihood and efficiency of communication and cooperative relationships between different agents, both inside and outside the organization. Second, they manage market data correctly, prioritizing its acquisition, storage and dissemination throughout the company, thereby developing market intelligence that can be used in the decision-making process.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Achrol, R.S., Kotler, P.: Marketing in the Network Economy. Journal of Marketing 63(Special issue), 146–163 (1999)
Argyres, N.S.: The Impact of information Technology on Coordination: Evidence from the B- “Stealth Bomber”. Organization Science 10(2), 162–180 (1999)
Appleyard, M.M.: The Influence of Knowledge Accumulation on Buyer-Supplier Codevelopment Projects. Journal of product Innovation Management 20, 356–373 (2003)
Atuahene-Gima, K.: Differential Potency of Factors Affecting Innovation Performance in Manufacturing and service Firms in Australia. Journal of Product Innovation Management 13, 35–50 (1996)
Bhattacharya, C.B., Sen, S.: Consumer-Company Identification: A Framework for Understanding Consumers’ Relationship with Companies. Journal of Marketing 67, 76–88 (2003)
Brady, M., Saren, M., Tzokas, N.: Integrating Information Technology into Marketing Practice –The IT Realize of Contemporary Marketing Practice. Journal of Marketing Management 18, 555–577 (2002)
Deeds, D.L., Rothaermel, F.T.: Honeymoons and Liabilities: The Relationship between Age and Performance in Research and Development Alliances. Journal of Product Innovation Management 20(6), 468–485 (2003)
Griffin, A., Hauser, J.R.: Patterns of Communication among Marketing, Engineering and Manufacturing –A Comparison between Two Product Teams. Management Science 38(3), 360–373 (1992)
Grönroos, C.: Relationship Marketing: Interaction, Dialogue and Value. Revista Europea de Dirección y Economía de la Empresa 9(3), 13–24 (2000)
Hamel, G., Prahalad, C.K.: Competing for the Future. arvard Business School Press, Boston (1994)
Jaworski, B.J., Kohli, A.K.: Market Orientation: Antecedents and Consequences. Journal of Marketing 57, 53–70 (1993)
Johnson, J.L., Sohi, R.S., Grewal, R.: The Role of Relational Knowledge Stores in Interfirm Partnering. Journal of Marketing 68, 21–36 (2004)
Kahn, K.B.: Market Orientation, Interdepartmental Integration, and Product Development Performance. Journal of Product Innovation Management 18, 314–323 (2001)
Leenders, M.A.A.M., Wierenga, B.: The Effectiveness of Different Mechanisms for Integrating Marketing and R&D. Journal of Product Innovation Management 19(4), 305–317 (2002)
Maltz, E., Kohli, A.K.: Intelligence Dissemination across Functional Boundaries. Journal of Marketing Research 15, 47–61 (1996)
Michael, S.C., Palandjian, T.P.: Organizational Learning and New Product Introductions. Journal of Product Innovation Management 21, 268–276 (2004)
Nonaka, I.: The Knowledge-Creating Company. Harvard Business Review 69(6), 96–104 (1991)
Pitta, D.A., Franzak, F.: Boundary Spanning Product Development in Consumer Markets: Learning Organization Insights. Journal of Product & Brand Management 6(4), 235–249 (1997)
Porter, M.E., Millar, V.E.: How Information Gives You Competitive Advantage. Harvard Business Review 63(4), 149–174 (1985)
Prasad, V.K., Ramamurthy, K., Naidu, G.: The Influence of Internet-Marketing Integration on Marketing Competencies and Export Performance. Journal of International Marketing 9(4), 82–110 (2001)
Roberts, J.: From Know-how to Show-how? Questioning the Role of Information and Communication Technologies in Knowledge Transfer. Technology Analysis & Strategic Management 12(4), 429–443 (2000)
Santoro, M.D.: Success Breeds Success: The Linkage between Relationship Intensitive and Tangible Outcomes in Industry-University Collaborative Ventures. Journal of High Technology Management Research 11(2), 255–273 (2000)
Sinkula, J.: Market Information Processing and Organizational Learning. Journal of Marketing 58, 35–45 (1994)
Slater, S.F., Narver, J.C.: Does Competitive Environment Moderate the Market Orientation-Performance Relationship? Journal of Marketing 58, 46–55 (1994)
Slater, S.F., Narver, J.C.: Market Orientation and the Learning Organization. Journal of Marketing 59, 63–74 (1995)
Smith, P.G., Blanck, E.L.: Leading Dispersed Teams. Journal of Product Innovation Management 19, 294–304 (2002)
Swan, J., Scarbrough, H., Hislop, D.: Knowledge Management and Innovation: Networks and Networking. Journal of Knowledge Management 3(3), 262–275 (1999)
Tatikonda, M.V., Stock, G.N.: Product Technology Transfer in the Upstream Supply Chain. Journal of Product Innovation Management 20, 444–467 (2003)
Thomke, S., Von Hippel, E.: Customers as Innovators: A New Way to Create Value. Harvard Business Review 80(4), 74–81 (2002)
Tuominen, M., Möller, K., Rajala, A.: Marketing Capability: A Nexus of Learning-Based Resources and Prerequisite for Market Orientation. In: 26th EMAC Conference, vol. III, pp. 1220–1240. Warwick, UK (1997)
Tzokas, N., Saren, M.: Building Relationship Platforms in Consumer Markets: A Value Chain Approach. Journal of Strategic Marketing 5, 105–120 (1997)
Vilaseca, J., Torrent, J.: ICT and Transformations in Catalan Business. Research Report II. Universitat Oberta de Catalunya (2003), http://www.uoc.edu/in3/pic/eng/pdf/PIC_empresa_abs_eng.pdf
Von Hippel, E.: Lead User Analysis for the Development of New Industrial Products. Management Science 34(5), 569–582 (1988)
Vorhies, D.W., Harker, M., Rao, C.P.: The Capabilities and Performance Advantages of Market-Driven Firms. European Journal of Marketing 33(11/12), 1171–1202 (1999)
Webster Jr., F.E.: The Changing Role of Marketing in the Corporation. Journal of Marketing 56, 1–17 (1992)
Weerawardena, J.: The Role of Marketing Capability in Innovation-Based Competitive Strategy. Journal of Strategic Marketing 11, 15–35 (2003)
Wei, Y.S., Morgan, N.A.: Supportiveness of Organizational Climate, Market Orientation and New Product Performance in Chinese Firms. Journal of Product Innovation Management 21, 375–388 (2004)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2009 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Serradell-López, E., Jiménez-Zarco, A.I., Martínez-Ruiz, M.P. (2009). Success Factors in IT-Innovative Product Companies: A Conceptual Framework. In: Lytras, M.D., Ordonez de Pablos, P., Damiani, E., Avison, D., Naeve, A., Horner, D.G. (eds) Best Practices for the Knowledge Society. Knowledge, Learning, Development and Technology for All. WSKS 2009. Communications in Computer and Information Science, vol 49. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-04757-2_39
Download citation
DOI: https://doi.org/10.1007/978-3-642-04757-2_39
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-04756-5
Online ISBN: 978-3-642-04757-2
eBook Packages: Computer ScienceComputer Science (R0)