Innovation: a theoretical review from the marketing perspective
DOI:
https://doi.org/10.35319/g0epsy37Keywords:
Innovation, Globalization, Research and Development (R&D), Strategic AlliancesAbstract
The globalization of markets and the rise of strategic alliances, the emergence of new competing countries in technological matters, the growing internationalization of companies and research and innovation activities, the interconnection of sciences and technologies, the increase in research costs, rising unemployment, and social factors such as the environment are phenomena that have revolutionized both the conditions for the production and dissemination of innovations and the reasons behind public authorities’ intervention in this field. In this new context, the capacity of institutions and companies to invest in research and development, education and training, information, cooperation, and more generally, in intangibles, is crucial (Watts & Zimmerman, 1978).
Many studies have been conducted on innovation from various fields of human knowledge such as psychology, anthropology, sociology, and administrative sciences (Cooper, 1984; Hurley & Hult, 1998); however, there is no single definition, which leads to a series of confusions regarding its application. These problems have prompted a vigorous search to find a consensus meaning (Wolfe, 1994). This article presents some concepts of innovation, its importance, typologies, and methods of measurement.
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