The past, present, and future of innovation research

Byung Cheol Lee (), Christine Moorman (), C. Page Moreau (), Andrew T. Stephen () and Donald R. Lehmann ()
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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

Marketing Letters, 2020, vol. 31, issue 2, No 8, 187-198

Abstract: 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.

Keywords: Innovation; New products; New product development; Creativity (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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DOI: 10.1007/s11002-020-09528-6

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