The marketing-finance interface literature has largely investigated the direct link between innovativeness and stock returns. In this paper, we move a step further investigating two key unanswered questions: How and under what conditions is innovativeness associated with stock returns? Answering...

Is market knowledge useful in generating innovation and why are some companies able to use market knowledge to generate innovation more than others? This article presents in-depth data on four companies facing the challenge of continuous innovation in different industrial settings and shows how...