The co-development of innovative projects in CoPS activities

Florence Crespin-Mazet, Fanny Romestant () and Robert Salle
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Florence Crespin-Mazet: Kedge BS - Kedge Business School
Fanny Romestant: Excelia Group | La Rochelle Business School, CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université
Robert Salle: EM - EMLyon Business School

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Abstract: While CoPS literature extensively covers how suppliers use modularity and systems integration to innovate, it fails at providing insights on the marketing and sales processes supporting innovation. We aim to contribute at filling this gap by comparing the contrasted approaches developed by two suppliers to integrate an innovative sustainable demand related to a tramway project. Based on analytical grid derived from CoPS, project marketing and solutions literature, our in-depth case analysis enables to propose a preliminary model for the co-development of innovative projects in CoPS activities. Our findings capitalize on these complementary research streams and contribute an integrated model of the marketing and sales processes supporting CoPS innovation.

Keywords: CoPS (complex product-systems); Co-development; Innovation; Offer modules (search for similar items in EconPapers)
Date: 2019-05
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Citations: View citations in EconPapers (1)

Published in Industrial Marketing Management, 2019, 79, pp.71-83. ⟨10.1016/j.indmarman.2018.08.013⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02145637

DOI: 10.1016/j.indmarman.2018.08.013

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