Important Research Questions in Innovation and Technology

13 Pages Posted: 17 Apr 2008 Last revised: 31 Jul 2012

See all articles by Gerard J. Tellis

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

Date Written: April 15, 2008

Abstract

Researchers in a variety of disciplines have studied various aspects of technological innovation. However, those in marketing have a unique advantage. Adopting a consumer orientation helps in understanding technological innovation because all innovations ultimately aim to produce better products for consumer welfare. Thus researchers in marketing have a unique vantage point in researching and understanding this phenomenon. This essay outlines ten important research questions in technological innovation from a marketing perspective.

Keywords: Technology, innovation, diffusion, new product growth, network effects, payoff, wealth of nations

Suggested Citation

Tellis, Gerard J., Important Research Questions in Innovation and Technology (April 15, 2008). Marshall School of Business Working Paper No. MKT 12-09, Available at SSRN: https://ssrn.com/abstract=1120991 or http://dx.doi.org/10.2139/ssrn.1120991

Gerard J. Tellis (Contact Author)

University of Southern California - Marshall School of Business, Department of Marketing ( email )

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