The Impact of the Marketing Concept on New Product Planning

Lawton, Leigh; Parasuraman, A.

doi:10.2307/1250030

Cited by 103 publications

(55 citation statements)

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“…Some products, of course, may require discontinuities in both marketplace and technological factors. Studies reviewed cover all three of these scenarios; marketplace discontinuity [4,33,50,64], technological discontinuity [10,37], and both types of discontinuities [2,11,12,21,31,35,40,41,45].…”

Section: Marketing/technological Discontinuitiesmentioning

confidence: 99%

A critical look at technological innovation typology and innovativeness terminology: a literature review

Garcia

Calantone

2002

J of Product Innov Manag

1,429

775

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A plethora of definitions for innovation types has resulted in an ambiguity in the way the terms 'innovation' and 'innovativeness' are operationalized and utilized in the new product development literature. The terms radical, really-new, incremental and discontinuous are used ubiquitously to identify innovations. One must question, what is the difference between these different classifications? To date consistent definitions for these innovation types have not emerged from the new product research community. A review of the literature from the marketing, engineering, and new product development disciplines attempts to put some clarity and continuity to the use of these terms. This review shows that it is important to consider both a marketing and technological perspective as well as a macrolevel and microlevel perspective when identifying innovations. Additionally, it is shown when strict classifications from the extant literature are applied, a significant shortfall appears in empirical work directed toward radical and really new innovations. A method for classifying innovations is suggested so that practitioners and academics can talk with a common understanding of how a specific innovation type is identified and how the innovation process may be unique for that particular innovation type. A recommended list of measures based on extant literature is provided for future empirical research concerning technological innovations and innovativeness.

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Section: Marketing/technological Discontinuitiesmentioning

confidence: 99%

A critical look at technological innovation typology and innovativeness terminology: a literature review

Garcia

Calantone

2002

J of Product Innov Manag

1,429

775

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“…Some earlier studies highlighted various measurement concerns of scholars (See Lawton & Parasuraman, 1980;McNamara, 1972) regarding the marketing concept or a market orientation. However, most of the time, the primary focus of these studies was not to develop a measurement scale.…”

Section: Measures Of Market Orientationmentioning

confidence: 99%

Conceptualization and Measurement of Market Orientation: A Review with a Roadmap for Future Research

Dursun¹,

Kilic²

2017

IJBM

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The purpose of this study is to review the existing research on the definition, conceptualization and measurement of market orientation and to provide guidance on the direction of future research in this area. Even though the number of research studies on market orientation has increased substantially, there is still no agreement among scholars regarding how to define market orientation, how broad its scope is, and how to measure it. Although the number of market orientation measurement scales has increased over the years, there is still limited research on how to differentiate between the various measures of market orientation. It is hoped that this review will provide researchers a deeper understanding of the scope of market orientation, help them select a suitable market orientation scale for their studies, and guide them in a more productive research path on the definition and measurement of market orientation.

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“…More recently, Gounaris et al, 2004 andAvlonitis, 2001 A number of researchers regard customer orientation as the most fundamental attribute of a corporate culture ( have made use of the cultural view to compare differences in market orientation development between consumer and industrial producers. Deshpande et al, 1993 andLauton andParasuraman, 1980). The justification for the importance of customer stems from the marketing concept, which encourages positioning the interests of the customer first.…”

Section: Hypothesesmentioning

confidence: 99%