1B04 Dilemma in Innovation : The Case of Product Innovations versus Marketing Innovations in the Software Industry
Details
Marketing innovations in software industry are regarded as "imperfect", not changing the actual product features. This paper proves that by commitment to product benefits, they can induce technical development and even create new product categories. The research is based on bibliometric techniques and longitudinal case studies of 9 companies, which were positioning their products as knowledge management (KM) software.
