The relevance of marketing in the success of innovations. - IPTS WORKING PAPER on CORPORATE R&D AND INNOVATION - Nr. 09/2011
This paper focuses on the combinations of R&D investments and marketing expenditures and their relationships with innovative sales. A higher investment in R&D is associated with a higher quality innovation or a faster innovation, with a positive impact on sales and in a macro sense, in GDP. This paper raises the issue that good innovation need a strong marketing effort in order for this innovation to have an impact in the society, it needs to be desired by consumers. This paper finds empirical evidence that marketing expenditures explains a lot of the success of the innovation (measured in terms of the elasticity of this effort to innovative sales), even more than the flow of investment in R&D. In fact, the size of the coefficient for marketing doubles those found for R&D, a quite surprising result taking into consideration the little importance that marketing has in innovation studies.
GARCIA TORRES Miguel;
2013-05-14
Publications Office of the European Union
JRC69317
978-92-79-23391-3,
1831-9408 / 1831-9424,
EUR 24747 EN/9,
OP LF-NI-24747-EN-N,
http://iri.jrc.ec.europa.eu/docs/papers/2011/WP_09-2011.pdf,
https://publications.jrc.ec.europa.eu/repository/handle/JRC69317,
10.2791/75736,
Additional supporting files
| File name | Description | File type | |
|---|
