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dc.contributor.authorJones, Richarden_US
dc.contributor.authorTollin, Karinen_US
dc.contributor.editorTollin, K. & Caru, A.en_US
dc.date.accessioned2017-04-24T13:16:28Z
dc.date.available2017-04-24T13:16:28Z
dc.date.issued2008en_US
dc.date.modified2011-05-10T06:54:09Z
dc.identifier.isbn9780470694275en_US
dc.identifier.doihttp://au.wiley.com/WileyCDA/en_AU
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherJ. Wileyen_US
dc.publisher.placeChichester, UKen_US
dc.publisher.urihttp://au.wiley.com/WileyCDA/WileyTitle/productCd-EHEP000957.htmlen_AU
dc.relation.ispartofbooktitleStrategic market creation : a new perspective on marketing and innovation managementen_US
dc.relation.ispartofchapter6en_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom124en_US
dc.relation.ispartofpageto157en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleMarketing’s Role for Firms’ Renewal and Innovation Capabilityen_US
dc.typeBook chapteren_US
dc.type.descriptionB1 - Book Chapters (HERDC)en_US
dc.type.codeB - Book Chaptersen_US
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.en_AU
gro.date.issued2008
gro.hasfulltextNo Full Text


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