The past, present, and future of innovation research

The goal of a business is to enhance profitable revenue. Often this mission is accomplished by innovation, commonly by the process of bringing new products or services to market. This paper identifies major trends in the literature and practice and provides a perspective on how these trends may guide future research on innovation. Specifically, we document six themes that have appeared in research on the innovation process and discuss how scholars have developed ways to measure, predict, and explain each of these processes. Lastly, we offer our perspectives on future research topics on innovation reflecting on the impact of technological advancements.

[1]  Deepa Chandrasekaran,et al.  Design Crowdsourcing: The Impact on New Product Performance of Sourcing Design Solutions from the “Crowd” , 2018 .

[2]  Dave Evans,et al.  How the Next Evolution of the Internet Is Changing Everything , 2011 .

[3]  Eunkyu Lee,et al.  Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation? , 1994 .

[4]  B. Bayus,et al.  Truth or Consequences: An Analysis of Vaporware and New Product Announcements , 2000 .

[5]  Gregory S. Carpenter,et al.  Consumer Preference Formation and Pioneering Advantage , 1989 .

[6]  C. Moorman.  Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes , 1995 .

[7]  Barry L. Bayus,et al.  Crowdsourcing New Product Ideas over Time: An Analysis of the Dell IdeaStorm Community , 2013, Manag. Sci..

[8]  Dominique M. Hanssens,et al.  New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry , 2004 .

[9]  Rajesh Chandy,et al.  Radical Innovation across Nations: The Preeminence of Corporate Culture , 2009 .

[10]  Alina Sorescu,et al.  Innovation's Effect on Firm Value and Risk: Insights from Consumer Packaged Goods , 2008 .

[11]  Wayne S. DeSarbo,et al.  The past, present, and future of measurement and methods in marketing analysis , 2020, Marketing Letters.

[12]  G. Tellis,et al.  Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables , 1997 .

[13]  R. Cooper.  Third‐Generation New Product Processes , 1994 .

[14]  R. Chandy,et al.  Why some acquisitions do better than others : Product capital as a driver of long-term stock returns , 2007 .

[15]  Abbie Griffin,et al.  The Voice of the Customer , 1993 .

[16]  Richard Staelin,et al.  Identifying Generalizable Effects of Strategic Actions on Firm Performance: The Case of Demand-Side Returns to R&D Spending , 1995 .

[17]  Eunkyu Lee,et al.  Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?: , 1994 .

[18]  C. Moorman,et al.  Going Public: How Stock Market Listing Changes Firm Innovation Behavior , 2015 .

[19]  C. Page Moreau,et al.  To Each His Own? How Comparisons with Others Influence Consumers' Evaluations of Their Self-Designed Products , 2010 .

[20]  David A. Schweidel,et al.  Uniting the Tribes: Using Text for Marketing Insight , 2019, Journal of Marketing.

[21]  D. Lehmann.  It’s New but Is It Good? New Product Development and Macromarketing , 2006 .

[22]  Drew Fudenberg,et al.  Preemption, Leapfrogging, and Co­mpetition in Patent Races , 1983 .

[23]  F. Bass.  A new product growth model for consumer durables , 1976 .

[24]  Jacob Goldenberg,et al.  Toward Identifying the Inventive Templates of New Products: A Channeled Ideation Approach , 1999 .

[25]  Robert W. Palmatier,et al.  Effects of Customer and Innovation Asset Configuration Strategies on Firm Performance , 2011 .

[26]  Donald R. Lehmann,et al.  The past, present, and future of customer management , 2020 .

[27]  E. Hippel,et al.  Lead users: a source of novel product concepts , 1986 .

[28]  John R. Hauser,et al.  Premarket Forecasting of Really-New Products , 1996 .

[29]  Christine Moorman,et al.  The Convergence of Planning and Execution: Improvisation in New Product Development , 1998 .

[30]  A. Markman,et al.  “What Is It?” Categorization Flexibility and Consumers' Responses to Really New Products , 2001 .

[31]  John R. Hauser,et al.  Defensive Marketing Strategies , 2008, Mark. Sci..

[32]  Vithala R. Rao,et al.  Conjoint Measurement- for Quantifying Judgmental Data , 1971 .

[33]  G. Urban,et al.  Pre-Test-Market Evaluation of New Packaged Goods: A Model and Measurement Methodology , 1978 .

[34]  Ashish Sood,et al.  Do Innovations Really Payoff? Total Stock Market Returns to Innovation , 2009, Mark. Sci..

[35]  V. Mahajan,et al.  Innovation diffusion and new product growth models: A critical review and research directions , 2010 .

[36]  Frank M. Bass,et al.  A New Product Growth for Model Consumer Durables , 2004, Manag. Sci..

[37]  R. Cooper.  Perspective third-generation new product processes , 1994 .

[38]  Debanjan Mitra,et al.  Handbook of Research on New Product Development , 2018 .

[39]  R. Chandy,et al.  Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize , 1998 .

[40]  D. Lehmann,et al.  New Products Research , 2014 .

[41]  G. Tellis,et al.  Research on Innovation: A Review and Agenda for Marketing Science , 2006 .

[42]  G. Tellis,et al.  Pioneer Advantage: Marketing Logic or Marketing Legend? , 1993 .

[43]  A. Rindfleisch,et al.  Marketing in the Sharing Economy , 2019, Journal of Marketing.

[44]  C. Moorman,et al.  Organizing for Marketing Excellence , 2016 .

[45]  Donald R. Lehmann,et al.  The Effects of Advertised and Observed Quality on Expectations about New Product Quality , 1995 .

[46]  R. Chandy,et al.  Radical Innovation across Nations: The Preeminence of Corporate Culture , 2009 .

[47]  C. Moorman,et al.  Marketing Alliances, Firm Networks, and Firm Value Creation , 2009 .

[48]  Amitava Chattopadhyay,et al.  Facilitating and Rewarding Creativity during New Product Development , 2011 .

[49]  Christine Moorman,et al.  The Contingency Value of Complementary Capabilities in Product Development , 1999 .

[50]  Christine Moorman,et al.  The Role of Firm Resources in Returns to Market Deployment , 2003 .

[51]  Donald R. Lehmann,et al.  The past, present, and future of brand research , 2020 .

[52]  Nikolaus Franke,et al.  The "I Designed It Myself" Effect in Mass Customization , 2010, Manag. Sci..

[53]  S. Fournier,et al.  Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies , 1998 .

[54]  Christoph Fuchs,et al.  The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments , 2017 .

[55]  C. Moorman,et al.  The Acquisition and Utilization of Information in New Product Alliances: A Strength-of-Ties Perspective , 2001 .

[56]  Robert C. Blattberg,et al.  Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning , 1978 .

[57]  T. S. Robertson,et al.  A Propositional Inventory for New Diffusion Research , 1985 .

[58]  E. Rogers.  Diffusion of Innovations , 1962 .