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- Titel:
Capturing Value From Innovation – Diverging Views of R&D and Marketing Managers
- Dokumenttyp:
- Zeitschriftenaufsatz
- Autor(en):
- Fischer, T., Henkel, J.
- Nicht-TUM Koautoren:
- nein
- Kooperation:
- -
- Abstract:
- Profiting from technological innovation requires both the development of new products and the capture or appropriation of profits from them. For new product development, the interplay of marketing and R&D has been intensively researched. In contrast, for capturing value, this interplay has been largely neglected in the literature. To fill this gap, we study choices by marketing and R&D managers regarding activities aimed at appropriating profits from new products. We study, in detail, how managers perceive the effectiveness of product-related patents, overall patent portfolio size, marketing, sales and services quality, lead time, and contributions to open standards. We conducted discrete choice experiments with 143 managers working in R&D or marketing functions in upper and middle management in a leading communications equipment firm, and analyzed the resulting data by comparing marginal effects of rank-ordered mixed logit models between the two groups. We find that choices of R&D and marketing functions on how to capture the most value differ strongest on the mechanism that is perceived as most important by R&D managers, “lead time advantages.” Top management needs to consider and deal with these diverging perceptions when formulating business strategies on value capture.
- Intellectual Contribution:
- Discipline-based Research
- Zeitschriftentitel:
- IEEE Transactions on Engineering Management
- Journal gelistet in FT50 Ranking:
- nein
- Jahr:
- 2012
- Band / Volume:
- 59
- Heft / Issue:
- 4
- Seitenangaben Beitrag:
- 572-584
- Reviewed:
- ja
- Volltext / DOI:
- doi:10.1109/TEM.2012.2190143
- Verlag / Institution:
- IEEE
- Urteilsbesprechung:
- 0
- Key publication:
- Nein
- Peer reviewed:
- Ja
- International:
- Ja
- Book review:
- Nein
- commissioned:
- not commissioned
- Professional Journal:
- Nein
- Interdisziplinarität:
- Nein
- Leitbild:
- ;
- Ethics und Sustainability:
- Nein
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