Pioneering Versus Incremental Innovation: Review and Research Propositions |
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| Authors: | Abdul Ali |
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| Affiliation: | 1. Nottingham University Business School, Jubilee Campus, Wollaton Road, Nottingham NG8 1BB, UK;2. Norwich Business School, University of East Anglia, Norwich Research Park, NR4 7TJ, UK;3. Manchester Business School, University of Manchester Booth Street West, Manchester M15 6PB, UK;4. School of Civil and Building Engineering, Loughborough University, Loughborough, Leicestershire LE11 3TU, UK;1. University of Wuppertal, Schumpeter School of Business and Economics, Gaussstrasse 20, 42119 Wuppertal, Germany;2. University of Zurich, Department of Business Administration, Plattenstrasse 14, 8032 Zurich, Switzerland;1. University of Exeter Business School, Centre for Innovation and Service Research, Building One, Rennes Drive, Exeter EX4 4PU, United Kingdom;2. Lund University, Department of Business Administration, P.O. Box 7080, SE-221 07 Lund, Sweden;3. Faculty of Economics, St. Petersburg State University, St. Petersburg, Russia |
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| Abstract: | Marketing's role in supporting a company's efforts to develop pioneering and incremental products can be quite different. Abdul Ali examines published articles and offers a set of propositions to show how several factors influence the product development decision. He cites examples from the business world to illustrate these propositions. This article suggests that a firm should take into account several factors relating to its capabilities, along with various project and market characteristics, in order to decide what products it should develop. |
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