- New Horizons in International Business series
Edited by Ben L. Kedia and Subhash C. Jain
Innovations can either be technology-related or marketing-related. Commonly, when people talk about innovation, they refer to technology-based products or services. But marketing innovations, although they could lead to lucrative opportunities, are mostly invisible. The focus of this chapter is on different aspects of marketing innovations. The chapter starts by highlighting the importance of innovations for restoring America’s competitiveness. It then defines marketing innovations and examines the forces that make marketing innovations as significant as technology innovations. Next, the marketing innovation triggers and shapers are discussed. Finally, ideas are advanced for future research related to marketing innovations.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.