Scholars often follow a contingency approach to study which marketing activities are suitable for a particular type of product innovation project, thereby making a distinction between incremental and radical innovation only. ‘Moderately novel' projects, which have intermediate levels of...

The days of vertical integration are over. Product development, manufacturing, and other activities once done by single firms are now fields of collaboration. This raises questions about the spatial aspects of interfirm collaboration. Firms have partners in their direct environment, at a...