Strategic Innovation in B2B Technology Markets: Managerial Insights

Event Location / Date(s)

Orlando, Florida, United States

Event Name / Location

Society for Marketing Advances

Presentation Date

2012

Document Type

Conference Proceeding

Presenter(s) / Author(s)

Art T. Weinstein, Nova Southeastern UniversityFollow
H. Barrett

Description

This paper examines the strategic aspects of innovation for business technology companies and how this impacts corporate performance. Using snowball sampling, a national survey was conducted among experienced marketing managers. Several industry sectors participated: communications, computers, consulting, energy, media/publishing, medical devices, pharmaceuticals, and research/ information firms. This paper combines academic and practical insights to shed new light on how successful managers are in innovation activities and processes in B2B technology organizations. As an exploratory study, the focus of the research was solely on the focal organizations. Potential innovation partners such as customers, strategic partners, and vendors were not evaluated in this analysis.

NSUWorks Citation

Weinstein, Art T. and Barrett, H., "Strategic Innovation in B2B Technology Markets: Managerial Insights" (2012). HCBE Faculty Presentations. 857.
https://nsuworks.nova.edu/hcbe_facpres/857