logologologo
  • Home
  • About
    • Contributors
    • Guide for contributors
  • Themes
    • Roadmapping
    • Open Innovation
    • Managing the R&D pipeline
    • Technology Strategy
    • Managing international R&D
    • Ideation and creativity in R&D
    • Impact of digital technologies
    • The resurgence of frugal innovation
    • Design Thinking
    • Penetrating the fog of Agile
    • China’s Belt and Road Initiative, a new model for Open Innovation
  • Tools
  • News
    • R&D Today newsletter archive
  • Resources
  • Papers
  • Case Studies
  • Events
  • R&D Conference
  • Contact
  • Home
  • About
    • Contributors
    • Guide for contributors
  • Themes
    • Roadmapping
    • Open Innovation
    • Managing the R&D pipeline
    • Technology Strategy
    • Managing international R&D
    • Ideation and creativity in R&D
    • Impact of digital technologies
    • The resurgence of frugal innovation
    • Design Thinking
    • Penetrating the fog of Agile
    • China’s Belt and Road Initiative, a new model for Open Innovation
  • Tools
  • News
    • R&D Today newsletter archive
  • Resources
  • Papers
  • Case Studies
  • Events
  • R&D Conference
  • Contact

Marketing Innovations: Adoption, diffusion and commercialisation

aurelie Hemonnet-Gujot

Aurélie Hemonnet-Goujot

Traditional marketing techniques often prove to be ineffective for the design and diffusion of truly innovative offers, hence the need for a real “innovation marketing”. In this context, Emmanuelle Le Nagard and Aurélie Hemonnet-Goujot discuss how this track of the R&D Management Conference seeks to gather contributions on concepts and methods that would help organizations to better understand and overcome this difficulty.

Track: Marketing Innovations: Adoption, diffusion and commercialisation

What do you think are the most disruptive influences impacting developments in your track?

Concerning the innovation process itself, the growing importance of design-thinking influences the market research techniques for innovation.

Secondly, co-innovation is an increasing phenomenon, and customers (individuals and companies) are more and more part of the process. Technologies such as artificial intelligence, big data foster this transformation. Furthermore, companies have to reflect on the subject of sustainability of innovations.

Can you describe some recent findings in this area that are of interest to you personally?

We are personally interested in works about adoption of new technologies such as Internet of Things, IA, robots.

A recent stream of research about obsolescence of products and resistance of customers to innovation is particularly of interest. The development of design-thinking and its interconnection with the more traditional innovation process within companies is also particularly important and promising.

If someone was new to this topic what would you suggest they read to get a quick overview of the issues?

  • HAMDI‐KIDAR, Linda, KEINZ, Peter, LE NAGARD, Emmanuelle, et al. Comparing Lead Users to Emergent‐Nature Consumers as Sources of Innovation at Early Stages of New Product Development. Journal of Product Innovation Management, 2019, vol. 36, no 5, p. 616-631.
  • HEMONNET‐GOUJOT, Aurélie, MANCEAU, Delphine, et ABECASSIS‐MOEDAS, Céline. Drivers and Pathways of NPD Success in the Marketing–External Design Relationship. Journal of Product Innovation Management, 2019, vol. 36, no 2, p. 196-223.

 

R&D Management Conferences logoMarketing Innovations: Adoption, diffusion and commercialisation is one of the tracks at the 2020 R&D Management Conference being held at the University of Strathclyde, Glasgow, from 27 June-1 July – see more information here.

Track chairs:

Emmanuelle le Nagard, Professor of Marketing, ESSEC Business School. Visit her LinkedIn profile here.

Aurélie Hemonnet-Goujot, Assistant Professor in Marketing and Innovation, Aix-Marseille Graduate School of Management-IAE. Visit her LinkedIn profile here.

marketing innovation
Previous PostTowards a data science of startups
Next PostCorporate and start-up collaboration: the imp...
Search R&D Today
Search
Generic filters
Exact matches only
Search in title
Search in content
Search in excerpt
Filter by Article Type
Papers
Events
Tools
Funding Articles
Case Studies
Resources
Opportunities
Theme Editor Blogs
Filter by Categories
Business model innovation
Ideation and creativity in R&D
Latest news
Managing international R&D
Managing technology platforms
Managing the R&D pipeline
Open innovation
Outsourcing R&D
Project valuation and selection
R&D strategy
Roadmapping
Stage gate processes
Technology intelligence
View our newsletter archive
Theme Editor Blogs
  • Digital disruption in the lab: The case for R&D digitalization in chemicals – a review
  • Accelerating product development: the tools you need now – a review
  • Using good practice R&D management to create new innovations in malodour control
Resources
  • Coffee Time Conversations: Brainstorming
  • Innovation Management: Learning for the experiences of companies in European countries
  • How to write and publish your research
Tools
  • Valuing and comparing small portfolios
    Many of the tools used in valuing and selecting projects are only really applicable...
  • Absorptive Capacity Audit
    Absorptive Capacity Audit
    Utilising this audit, the reader can assess the strengths and weaknesses in their ability...
  • Innovation Fitness Test - a tool to help scoring
    John Bessant recommends this tool developed by colleagues in Canada which helps with using...
  • Green Check Your Idea
    “Green Check Your Idea” – assess the environmental impact of innovation ideas
    The Green Check Your Idea tool helps innovation managers prepare an initial assessment of...
  • FEMA
    Failure Mode and Effects Analysis (FMEA)
    To fail fast can save enormous waste later in the product lifecycle. Failure Mode...
Have Your Say…

Have Your Say / Follow Us

R&D Today is the outreach site for the Research and Development Management Association, a charitable organisation that supports research, best practice and innovation.  www.radma.net

Click here to sign up to our newsletter, and click here to view our newsletter archive.

Copyright R&D Today 2020. All rights reserved.