Marketing for innovation: implications of the innovation process model for the marketing curriculum of technology management programmes.
In: 2nd European Conference on Management of Technology: Technology and Global Integration, 10-12 September 2006, Birmingham, UK.
The integration of marketing with the technology/R&D function is established as a critical success factor in innovation. Many integration mechanisms have been proposed including cross-functional teams and technical personnel carrying out marketing activities. Such mechanisms are likely to be enhanced by effective marketing education for technical personnel who participate in or manage innovation processes. Technology management and related postgraduate programmes should therefore teach relevant marketing topics. The key ‘marketing for innovation’ concepts are identified and an audit framework to guide curriculum design and re-design is proposed.
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