IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v31y2020i2d10.1007_s11002-020-09528-6.html
   My bibliography  Save this article

The past, present, and future of innovation research

Author

Listed:
  • Byung Cheol Lee

    (Columbia University)

  • Christine Moorman

    (Duke University)

  • C. Page Moreau

    (University of Wisconsin-Madison)

  • Andrew T. Stephen

    (University of Oxford)

  • Donald R. Lehmann

    (Columbia University)

Abstract

The goal of a business is to enhance profitable revenue. Often this mission is accomplished by innovation, commonly by the process of bringing new products or services to market. This paper identifies major trends in the literature and practice and provides a perspective on how these trends may guide future research on innovation. Specifically, we document six themes that have appeared in research on the innovation process and discuss how scholars have developed ways to measure, predict, and explain each of these processes. Lastly, we offer our perspectives on future research topics on innovation reflecting on the impact of technological advancements.

Suggested Citation

  • Byung Cheol Lee & Christine Moorman & C. Page Moreau & Andrew T. Stephen & Donald R. Lehmann, 2020. "The past, present, and future of innovation research," Marketing Letters, Springer, vol. 31(2), pages 187-198, September.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09528-6
    DOI: 10.1007/s11002-020-09528-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-020-09528-6
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-020-09528-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Mick, David Glen & Fournier, Susan, 1998. "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 123-143, September.
    2. John R. Hauser & Steven M. Shugan, 2008. "Defensive Marketing Strategies," Marketing Science, INFORMS, vol. 27(1), pages 88-110, 01-02.
    3. Eric von Hippel, 1986. "Lead Users: A Source of Novel Product Concepts," Management Science, INFORMS, vol. 32(7), pages 791-805, July.
    4. Donald R. Lehmann & Peter N. Golder, 2014. "New Products Research," World Scientific Book Chapters, in: Russell S Winer & Scott A Neslin (ed.), THE HISTORY OF MARKETING SCIENCE, chapter 13, pages 341-370, World Scientific Publishing Co. Pte. Ltd..
    5. Gatignon, Hubert & Robertson, Thomas S, 1985. "A Propositional Inventory for New Diffusion Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 849-867, March.
    6. Travis Tae Oh & Kevin Lane Keller & Scott A. Neslin & David J. Reibstein & Donald R. Lehmann, 2020. "The past, present, and future of brand research," Marketing Letters, Springer, vol. 31(2), pages 151-162, September.
    7. Ashish Sood & Gerard J. Tellis, 2009. "Do Innovations Really Pay Off? Total Stock Market Returns to Innovation," Marketing Science, INFORMS, vol. 28(3), pages 442-456, 05-06.
    8. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
    9. Barry L. Bayus, 2013. "Crowdsourcing New Product Ideas over Time: An Analysis of the Dell IdeaStorm Community," Management Science, INFORMS, vol. 59(1), pages 226-244, June.
    10. Moreau, C Page & Markman, Arthur B & Lehmann, Donald R, 2001. ""What Is It?" Categorization Flexibility and Consumers' Responses to Really New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 489-498, March.
    11. Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 15(5), pages 215-227, January.
    12. Yu Ding & Wayne S. DeSarbo & Dominique M. Hanssens & Kamel Jedidi & John G. Lynch & Donald R. Lehmann, 2020. "The past, present, and future of measurement and methods in marketing analysis," Marketing Letters, Springer, vol. 31(2), pages 175-186, September.
    13. Peter N. Golder & Gerard J. Tellis, 1997. "Will It Every Fly? Modeling the Takeoff of Really New Consumer Durables," Marketing Science, INFORMS, vol. 16(3), pages 256-270.
    14. Elliot Shin Oblander & Sunil Gupta & Carl F. Mela & Russell S. Winer & Donald R. Lehmann, 2020. "The past, present, and future of customer management," Marketing Letters, Springer, vol. 31(2), pages 125-136, September.
    15. John Hauser & Gerard J. Tellis & Abbie Griffin, 2006. "Research on Innovation: A Review and Agenda for," Marketing Science, INFORMS, vol. 25(6), pages 687-717, 11-12.
    16. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    17. Fudenberg, Drew & Gilbert, Richard & Stiglitz, Joseph & Tirole, Jean, 1983. "Preemption, leapfrogging and competition in patent races," European Economic Review, Elsevier, vol. 22(1), pages 3-31, June.
    18. William Boulding & Richard Staelin, 1995. "Identifying Generalizable Effects of Strategic Actions on Firm Performance: The Case of Demand-Side Returns to R&D Spending," Marketing Science, INFORMS, vol. 14(3_supplem), pages 222-236.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yu Ding & Wayne S. DeSarbo & Dominique M. Hanssens & Kamel Jedidi & John G. Lynch & Donald R. Lehmann, 2020. "The past, present, and future of measurement and methods in marketing analysis," Marketing Letters, Springer, vol. 31(2), pages 175-186, September.
    2. Tuğba Yeğin & Muhammad Ikram, 2022. "Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach," Sustainability, MDPI, vol. 14(17), pages 1-32, August.
    3. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2022. "A Conceptual Framework for Creating Brand Management Strategies," Businesses, MDPI, vol. 2(4), pages 1-16, December.
    4. Travis Tae Oh & Kevin Lane Keller & Scott A. Neslin & David J. Reibstein & Donald R. Lehmann, 2020. "The past, present, and future of brand research," Marketing Letters, Springer, vol. 31(2), pages 151-162, September.
    5. Ávila-Robinson, Alfonso & Islam, Nazrul & Sengoku, Shintaro, 2022. "Exploring the knowledge base of innovation research: Towards an emerging innovation model," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    6. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    7. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2023. "A Sectorial Validation and Application of a Conceptual Framework for Creating a Brand Management Strategy," Businesses, MDPI, vol. 3(3), pages 1-17, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. John Hauser & Gerard J. Tellis & Abbie Griffin, 2006. "Research on Innovation: A Review and Agenda for," Marketing Science, INFORMS, vol. 25(6), pages 687-717, 11-12.
    2. Abbie Griffin & Brett Josephson & Gary Lilien & Fred Wiersema & Barry Bayus & Rajesh Chandy & Ely Dahan & Steve Gaskin & Ajay Kohli & Christopher Miller & Ralph Oliva & Jelena Spanjol, 2013. "Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda," Marketing Letters, Springer, vol. 24(4), pages 323-337, December.
    3. Donald R. Lehmann & Jeffrey R. Parker, 2017. "Disadoption," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 36-51, June.
    4. Sivakumar, K. & Feng, Cong, 2019. "Patterns of product improvements and customer response," Journal of Business Research, Elsevier, vol. 104(C), pages 27-43.
    5. Shi, Xiaohui & Li, Feng & Bigdeli, Ali Ziaee, 2016. "An examination of NPD models in the context of business models," Journal of Business Research, Elsevier, vol. 69(7), pages 2541-2550.
    6. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    7. Tolotti, Marco & Yepez, Jorge, 2020. "Hotelling-Bertrand duopoly competition under firm-specific network effects," Journal of Economic Behavior & Organization, Elsevier, vol. 176(C), pages 105-128.
    8. Ashkan Negahban & Jeffrey S. Smith, 2018. "A joint analysis of production and seeding strategies for new products: an agent-based simulation approach," Annals of Operations Research, Springer, vol. 268(1), pages 41-62, September.
    9. Furrer, Olivier & Sudharshan, Devanathan & Tsiotsou, Rodoula H. & Liu, Ben S., 2016. "A framework for innovative service design," FSES Working Papers 476, Faculty of Economics and Social Sciences, University of Freiburg/Fribourg Switzerland.
    10. Katharina Elisabeth Fischer & Tom Stargardt, 2016. "The diffusion of generics after patent expiry in Germany," The European Journal of Health Economics, Springer;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 17(8), pages 1027-1040, November.
    11. Homburg, Christian & Kuehnl, Christina, 2014. "Is the more always better? A comparative study of internal and external integration practices in new product and new service development," Journal of Business Research, Elsevier, vol. 67(7), pages 1360-1367.
    12. Ashish Sood & Gareth M. James & Gerard J. Tellis, 2009. "Functional Regression: A New Model for Predicting Market Penetration of New Products," Marketing Science, INFORMS, vol. 28(1), pages 36-51, 01-02.
    13. Guseo, Renato & Guidolin, Mariangela, 2015. "Heterogeneity in diffusion of innovations modelling: A few fundamental types," Technological Forecasting and Social Change, Elsevier, vol. 90(PB), pages 514-524.
    14. Nejad, Mohammad G. & Amini, Mehdi & Babakus, Emin, 2015. "Success Factors in Product Seeding: The Role of Homophily," Journal of Retailing, Elsevier, vol. 91(1), pages 68-88.
    15. Donald Lehmann & Mercedes Esteban-Bravo, 2006. "When giving some away makes sense to jump-start the diffusion process," Marketing Letters, Springer, vol. 17(4), pages 243-254, December.
    16. Takahashi, Carlos Kazunari & Figueiredo, Júlio César Bastos de & Scornavacca, Eusebio, 2024. "Investigating the diffusion of innovation: A comprehensive study of successive diffusion processes through analysis of search trends, patent records, and academic publications," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    17. Jacob Goldenberg & Barak Libai & Eitan Muller & Renana Peres, 2006. "Blazing Saddles: the early and mainstream markets in the High-Tech product life cycle," Israel Economic Review, Bank of Israel, vol. 4(2), pages 85-108.
    18. A. Negahban & J.S. Smith, 2016. "The effect of supply and demand uncertainties on the optimal production and sales plans for new products," International Journal of Production Research, Taylor & Francis Journals, vol. 54(13), pages 3852-3869, July.
    19. Marc Fischer & Peter Leeflang & Peter Verhoef, 2010. "Drivers of peak sales for pharmaceutical brands," Quantitative Marketing and Economics (QME), Springer, vol. 8(4), pages 429-460, December.
    20. Zhiling Guo & Jianqing Chen, 2018. "Multigeneration Product Diffusion in the Presence of Strategic Consumers," Information Systems Research, INFORMS, vol. 29(1), pages 206-224, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09528-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.