Quality control versus innovation in research on marketing
نویسندگان
چکیده
منابع مشابه
Quality Control versus Innovation in Research on Marketing
Brownlie and Saren (this issue) claim that "few innovative papers appear in the top marketing journals." They attribute this problem to incentive structures. They ask what steps might be taken by the various stakeholders to encourage the development and transmission of useful innovative ideas. Presumably, this means findings that might contribute to better practices in marketing management. I a...
متن کاملResearch on Innovation: A Review and Agenda for Marketing Science
Innovation is one of the most important issues in business research today. It has been studied in many independent research traditions. Our understanding and study of innovation can benefit from an integrative review of these research traditions. In so doing, we identify 16 topics relevant to marketing science, which we classify under five research fields: • Consumer response to innovation, inc...
متن کاملMarketing Innovation
This paper provides an economic analysis of marketing innovation. A dynamic duopoly model is developed to study two forms of marketing innovation: ; which allows a rm to acquire consumer information e¤ectively; and ; which reduces consumer transaction costs. The incentives and e¤ects of marketing innovation di¤er markedly from those of product or process innovations. While bene ts the innovati...
متن کاملMedical Innovation Revisited: Social Contagion versus Marketing Effort
This article shows that Medical Innovation—the landmark study by Coleman, Katz, and Menzel—and several subsequent studies analyzing the diffusion of the drug tetracycline have confounded social contagion with marketing effects. The article describes the medical community’s understanding of tetracycline and how the drug was marketed. This situational analysis finds no reasons to expect social co...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Marketing Management
سال: 1995
ISSN: 0267-257X,1472-1376
DOI: 10.1080/0267257x.1995.9964377