Marketing and Persistent Innovation Success

31 Pages Posted: 24 Jul 2013

See all articles by Stephane Lhuillery

Stephane Lhuillery

Neoma Business School; University of Strasbourg - Bureau of Economic Theory and Application (BETA)

Date Written: July 23, 2013


Despite their critical role in innovation success, marketing activities are overlooked when the sources of innovation persistence are considered. Using three waves of the French CIS innovation survey covering the period 2002-2008, this paper investigates the influence of marketing activities on innovation success and in particular on persistent innovation success. Our results confirm that innovation success depends on past innovation success. Innovation marketing does not positively influence persistent innovation success in low-tech industries. The dynamic of innovation marketing is found to be more complex in high-tech industries: innovation marketing positively influences persistent innovation success for incremental innovation but negatively influences it for radical innovation. We therefore provide support to existing literature which, for the most part, associates incremental innovation success with marketing and radical innovation success with R&D resources. Innovation marketing also impacts innovation success over the short-term. However, there is no evidence of a positive carry-over effect from innovation marketing activities over time (short- or long-term). The results regarding the short-term effects of innovation marketing activities mainly hold for low-tech industries.

Keywords: innovation success, persistence, state dependence, exploration-exploitation

JEL Classification: O3, M3

Suggested Citation

Lhuillery, Stephane, Marketing and Persistent Innovation Success (July 23, 2013). Available at SSRN: or

Stephane Lhuillery (Contact Author)

Neoma Business School ( email )

1 Rue du Maréchal Juin
Mont Saint Aignan Cedex, 76825

University of Strasbourg - Bureau of Economic Theory and Application (BETA) ( email )


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