Marketing market innovation

Author: Doyle
Publisher:
Publish Date: 2002-01-01
Features: The Marketing Advisory Committee was very pleased to support the research conducted for this book. Peter De Lacy wrote: "Economic activity has two fundamental functions—and only two functions—that is, marketing and innovation. Marketing and innovation. Marketing and innovation can produce results, while all other aspects only incur costs." This quote illustrates the central role of marketing and innovation in shaping competitive companies and a competitive national economy. The 14 case studies in this book show us the best examples of innovation in British businesses, and they also provide us with insights into world-class marketing and innovation. The purpose of this book is to help readers understand how market-led innovation is achieved. This research was sponsored by the Marketing Advisory Committee, and most of the case studies were written by staff of the Warwick Business School. They also acknowledge that this research was made possible by the full support of the companies involved in the 14 case studies. These case studies can be seen as demonstrations of successful market-led innovation, and they can also be used by business schools and other professional organizations as teaching cases for marketing and innovation courses. Teachers familiar with case study formats will find these cases to be excellent tools for classroom discussions, allowing students to grasp the entire process of innovation, the obstacles to innovation, and the role of marketing in innovating products and services.