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Research on Innovation: A Review and Agenda for Marketing Science

MIT, Sloan School of Management, Massachusetts Institute of Technology, 38 Memorial Drive, Cambridge, Massachusetts 02142-1307
Marshall School of Business, University of Southern California, Los Angeles, California 90089-0443
University of Illinois at Urbana-Champaign, 1206 South 6th Street, Champaign, Illinois 61820
jhauser{at}mit.edu
tellis{at}usc.edu
abbieg{at}uiuc.edu

Innovation is one of the most important issues in business research today. It has been studied in many independent research traditions. Our understanding and study of innovation can benefit from an integrative review of these research traditions. In so doing, we identify 16 topics relevant to marketing science, which we classify under five research fields:

• Consumer response to innovation, including attempts to measure consumer innovativeness, models of new product growth, and recent ideas on network externalities;
  Organizations and innovation, which are increasingly important as product development becomes more complex and tools more effective but demanding;.
  
• Market entry strategies, which includes recent research on technology revolution, extensive marketing science research on strategies for entry, and issues of portfolio management;
  
• Prescriptive techniques for product development processes, which have been transformed through global pressures, increasingly accurate customer input, Web-based communication for dispersed and global product design, and new tools for dealing with complexity over time and across product lines;
  
• Defending against market entry and capturing the rewards of innovating, which includes extensive marketing science research on strategies of defense, managing through metrics, and rewards to entrants.
  

Key Words: innovation; new products; consumer innovativeness; diffusion models; network externalities; strategic entry; defensive strategy; ideation; rewards to entrants; metrics
History: Received: October 6, 2004;

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