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Research on Innovation: A Review and Agenda for Marketing Science

Marketing Science, Forthcoming

64 Pages Posted: 11 Jun 2006  

John R. Hauser

MIT Sloan School of Management

Gerard J. Tellis

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

Abbie Griffin

University of Illinois at Urbana-Champaign - Department of Business Administration; University of Chicago - Booth School of Business

Abstract

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, including attempts to measure consumer innovative-ness, models of new product growth, and recent ideas on network externalities
- Organizations and innovation, which are increasingly important as product development becomes more complex and tools more effective but demanding
- Market entry strategies, which includes recent research on technology revolution, exten-sive marketing science research on strategies for entry, and issues of portfolio manage-ment
- Prescriptive techniques for product development processes, which have been transformed through global pressures, increasingly accurate customer input, web-based communica-tion for dispersed and global product design, and new tools for dealing with complexity over time and across product lines
- Defending against market entry and capturing the rewards of innovating, which includes extensive marketing science research on strategies of defense, managing through metrics and rewards to entrants

For each topic, we summarize key concepts and highlight research challenges. For pre-scriptive research topics, we also review current thinking and applications. For descriptive top-ics, we review key findings.

Keywords: Innovation, new products, consumer innovativeness, diffusion models, network externalities, strategic entry, defensive strategy, ideation, rewards to entrants, metrics

Suggested Citation

Hauser, John R. and Tellis, Gerard J. and Griffin, Abbie, Research on Innovation: A Review and Agenda for Marketing Science. Marketing Science, Forthcoming. Available at SSRN: https://ssrn.com/abstract=907230

John Hauser

MIT Sloan School of Management ( email )

International Center for Research on the Mngmt Tech.
Cambridge, MA 02142
United States
617-253-2929 (Phone)
617-258-7597 (Fax)

Gerard Tellis (Contact Author)

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

Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)

HOME PAGE: http://gtellis.net

Abbie Griffin

University of Illinois at Urbana-Champaign - Department of Business Administration ( email )

1206 South Sixth Street
Champaign, IL 61820
United States
217-244-8549 (Phone)
217-244-7969 (Fax)

University of Chicago - Booth School of Business ( email )

Rosenwald 318K
Chicago, IL 60637
United States
773-702-3657 (Phone)
773-702-0458 (Fax)

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