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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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