Innovation and Marketing Management

Transcription

1 Innovation and Marketing Management Summer Term 2018 Technische Universität Darmstadt Marketing & HRM Prof. Ruth Stock-Homburg, Ph.D. Summer Term

2 Objectives of the course You will (hopefully) know more about... the meaning of a real innovation. the boundaries between R&D and marketing. the paradigm shift of innovation and marketing. the design of marketing mix elements to establish innovations. Technische Universität Darmstadt Marketing & HRM Prof. Ruth Stock-Homburg, Ph.D. Summer Term

3 Roadmap of the course 1. Not every novelty is an innovation! Concepts and types of innovations 2. Between the poles of R&D and marketing a. Boundaries between innovation management and marketing management b. Collaboration, power relationships, and conflict between R&D and marketing 3. The paradigm shift from producer-led to user-led innovation generation a. Producer-led innovation b. Co-development between producers and customers c. User-led innovation 4. How to shape the marketing mix to commercialize innovations Technische Universität Darmstadt Marketing & HRM Prof. Ruth Stock-Homburg, Ph.D. Summer Term

4 General information about the course Lecture type Credits Time Location Lecturer Course within the follwoing in-depth programs: Marketing- & Personalmanagement (12 CP) Marketing- & Projektmanagement (12 CP) Marketing- & Innovationsmanagement (12 CP) Marketingmanagement (6 CP, Wahlpflicht B und Nebenfach) 3 CP / 2 SWS Friday, April 20; Friday, April 27; Saturday, April 28 9:00 a.m. - 5:00 p.m. leap in time Lab, Donnersbergring 16, Darmstadt Prof. Ruth Stock-Homburg, Ph.D. Language English Assistance M.Sc. Lasse Wennerhold Technische Universität Darmstadt Marketing & HRM Prof. Ruth Stock-Homburg, Ph.D. Summer Term

5 Oral exam Materials relevant to the oral exam Course material Obligatory literature (see next slide) Case studies Presentations of practitioners Information about the oral exam Appointment for summer term 2018: to be announced on the website of the chair Courses within an in-depth program are examined in a single examination Technische Universität Darmstadt Marketing & HRM Prof. Ruth Stock-Homburg, Ph.D. Summer Term

6 Readings* Obligatory literature: Peres, R./Muller, E./Mahajan, V. (2010), Innovation Diffusion and New Product Growth Models: A Critical Review and Research Directions, International Journal of Research in Marketing, 27, 2, Rubera, G./Kirca, A. H. (2012), Firm Innovativeness and Its Performance Outcomes: A Meta-Analytic Review and Theoretical Integration, Journal of Marketing, 76, 3, Szymanski, D. M./Kroff, M. W./Troy, L. C. (2007), Innovativeness and New Product Success: Insights from the Cumulative Evidence, Journal of the Academy of Marketing Science, 35 (1), von Hippel, E. (2005), Democratizing Innovation, Cambridge, Chapter 9, 10, 11 (Creative Commons License PDF: Poetz, M./Schreier, M. (2012), The Value of Crowdsourcing: Can Users Really Compete with Professionals in Generating New Product Ideas?, Journal of Product Innovation Management, 29, 2, Further readings: Trott, P. (2012), Innovation Management and New Product Development. 5th edition, Harlow. Vahs, D./Brem, A. (2013), Innovationsmanagement: Von der Produktidee zur erfolgreichen Vermarktung, 4. Auflage, Stuttgart. Stock, R. M./Oliveira, P./von Hippel, E. (2014), Impacts of Hedonic and Utilitarian User Motives on the Innovativeness of User-Developed Solutions, Working Paper ( Stock, R. M./Reiferscheid, I. (2014), Who Should be in Power to Encourage Product Program Innovativeness, R&D or Marketing?, Journal of the Academy of Marketing Science, Vol. 42 (3), pp Von Hippel, E. (1988), The Sources of Innovation, Oxford University Press (available online at * Subject to change Technische Universität Darmstadt Marketing & HRM Prof. Ruth Stock-Homburg, Ph.D. Summer Term