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dc.contributor.authorJones, Richard
dc.contributor.authorTollin, Karin
dc.contributor.editorTollin, K. & Caru, A.
dc.date.accessioned2017-05-03T15:42:50Z
dc.date.available2017-05-03T15:42:50Z
dc.date.issued2008
dc.date.modified2011-05-10T06:54:09Z
dc.identifier.isbn9780470694275
dc.identifier.urihttp://hdl.handle.net/10072/38454
dc.description.abstractIn Chapter 6, written by Richard Jones and Karin Tollin, it is proposed that marketing's role and contribution (as a discipline, set of activities, or organiza- tional unit) for firms' innovation capability still needs further exploration. The basis to this relates to the findings from an investigation of chief marketing executives' mindsets and an analysis of how marketing's role has been dealt with in the marketing literature until now. Two other and related propositions put forward are that marketing's contribution depends on its ability to treat ''creat- ing'' and ''sustaining'' as two distinct and unique fields of capabilities, and to make use of corporate branding as a strategic tool in order to realize a continuous and ambidextrous innovation strategy.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherJ. Wiley
dc.publisher.placeChichester, UK
dc.publisher.urihttp://au.wiley.com/WileyCDA/WileyTitle/productCd-EHEP000957.html
dc.relation.ispartofbooktitleStrategic market creation : a new perspective on marketing and innovation management
dc.relation.ispartofchapter6
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom124
dc.relation.ispartofpageto157
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchcode150503
dc.titleMarketing’s Role for Firms’ Renewal and Innovation Capability
dc.typeBook chapter
dc.type.descriptionB1 - Chapters
dc.type.codeB - Book Chapters
gro.rights.copyrightSelf-archiving is not yet supported by this publisher. Please refer to the publisher's website or contact the author(s) for more information.
gro.date.issued2008
gro.hasfulltextNo Full Text
gro.griffith.authorGyrd-Jones, Richard


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