TITLE

The more you know

AUTHOR(S)
Abu-Shalback Zid, Linda
PUB. DATE
November 2004
SOURCE
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article summarizes the research, Actualizing Innovation Effort: The Impact of Market Knowledge Diffusion in a Dynamic System of Competition by Detelina Marinova, published in the July 2004 issue of the Journal of Marketing. In her study, Marinova focused on the process that governs the impact of market knowledge diffusion on innovation effort and its subsequent effect on firm performance. The author conceptualizes market knowledge diffusion as the interplay of market knowledge level, knowledge change, and extent of shared knowledge about customers and competitors. She then tests hypotheses about the concepts' impact on innovation effort. The results demonstrate that mere possession of accurate knowledge about customers and competition does not lead to enhanced innovation. Rather, changes in market knowledge and the extent of overlap among decision makers' market knowledge assume key roles in transforming market knowledge into innovation.
ACCESSION #
15309717

 

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