Adoption of Innovation. Balancing Internal and External Stakeholders in the Marketing of Innovation
In recent years, innovation management has shown to be a very important topic for academics and professionals. However, the emphasis has mostly been on the upstream activities of the innovation management process and specifically about how to obtain as well as to integrate new sources of innovation beyond the traditional and internal R&D function. Conversely, the downstream activities of the innovation process, specifically marketing and commercialization, have attracted little research. But the situation is changing now due to governments and companies that have realized that in order for an innovation to be successful, it is not enough to have good new ideas: it must foremost be adopted by the market. As a consequence, there is currently a shift in priorities and a renewed interest in the marketing of innovation and especially in the adoption of original products or services, because one important function of marketing is to contribute to the adoption of innovative solutions by potential customers. This book aims to contribute to this advancement and to provide fresh conceptual insights and thinking about the manners to stimulate and to facilitate the adoption of every kind of innovation. This will be managed by a very diverse contributions exploring the role and the balancing of internal and external stakeholders in the marketing of innovation.
The current study focuses on exploring how cooperation can help companies to reach their targets in new product development and market launch successfully. The overarching research question of the study is whether cooperation in innovation can help Russian companies to overcome market and institutional context inefficiencies and achieve better performance outcomes. More specifically, we address two aspects of cooperation: the role of cooperation with external partners as a factor of innovation success and the balance of internal versus external stakeholders’ interests in framing innovation strategy. The study is empirically based on a cross-industry quantitative dataset of Russian innovative firms.