Marketing's roles in innovation in business-to-business firms: Status, issues, and research agenda

Abbie Griffin, Brett W. Josephson, Gary Lilien, Fred Wiersema, Barry Bayus, Rajesh Chandy, Ely Dahan, Steve Gaskin, Ajay Kohli, Christopher Miller, Ralph Oliva, Jelena Spanjol

Research output: Contribution to journalArticlepeer-review

36 Scopus citations


A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms' innovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1) improving customer needs understanding and customer involvement in developing new products, (2) innovating beyond the lab, (3) disseminating and implementing research findings in firms, and (4) marketing's overall role in innovation. This article defines these themes, sketches the current status of knowledge about each theme, frames practitioners' issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully.

Original languageEnglish (US)
Pages (from-to)323-337
Number of pages15
JournalMarketing Letters
Issue number4
StatePublished - Dec 2013

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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