Managing innovation in marketing partnerships
Data from a cross-industry sample suggest that innovation in marketing partnershipsis driven by a 'chain of innovation' comprising partnership creativity, partnershiplearning and partnership knowledge stock. This chain, in turn, is influenced byfactors related to individuals and group dynamics within and other characteristics ofthe marketing partnership. The key contributions are as follows: First, we have madea significant step towards integrating and synthesising the works on creativity,learning and knowledge within the context of innovation in marketing partnerships.As such, we offer additional insight into the intricacies of dynamic capabilities theoryfor marketing management. Second, we have provided a thorough examination of themultiple facets of innovation within marketing partnership settings. This outcomeadvances the theoretical understanding of the works on the management ofcollaboration. Finally and foremost, our work is not just of conceptual nature butgrounded in and supported by a thorough empirical examination.
Year of publication: |
2003
|
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Authors: | Bucic Tania ; Gudergan Siggi |
Other Persons: | Kennedy, R (contributor) |
Publisher: |
Australian and New Zealand Marketing Academy Conference |
Saved in:
freely available
Saved in favorites
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