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Marketing As Innovation The Eighth Paradigm

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  • Kenneth Simmonds

Abstract

Marketing can be viewed as organized rational innovation ‐ a function concerned with identifying the opportunity for change, inducing the action required and monitoring the change once introduced. This viewpoint establishes innovation as an eighth paradigm for marketing, alongside seven paradigms previously recognized within marketing theory. It is the only paradigm to focus directly on the function of marketing ‐ on what the marketer actually does. As such, it draws traditional marketing management literature into marketing theory and highlights the problem of establishing and maintaining an innovative marketing function within an organizational environment resistant to change.

Suggested Citation

  • Kenneth Simmonds, 1986. "Marketing As Innovation The Eighth Paradigm," Journal of Management Studies, Wiley Blackwell, vol. 23(5), pages 479-500, September.
    • Handle: RePEc:bla:jomstd:v:23:y:1986:i:5:p:479-500
    DOI: 10.1111/j.1467-6486.1986.tb00433.x
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    Cited by:

    1. Adriana Pau Ph. D Student, 2011. "The Role Of The Orientation Towards Innovation Within Organisation," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(39), pages 151-155, May.
    2. Pantelis Sotirelis & Evangelos Grigoroudis, 2021. "Total Quality Management and Innovation: Linkages and Evidence from the Agro-food Industry," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 12(4), pages 1553-1573, December.
    3. Mohammad Alawamleh & Loiy Bani Ismail & Diana Aqeel & Kamal Jamal Alawamleh, 2019. "The bilateral relationship between human capital investment and innovation in Jordan," Journal of Innovation and Entrepreneurship, Springer, vol. 8(1), pages 1-17, December.

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