Background Note | HBS Case Collection | March 2008

Marketing Input and Innovation Strategy

by Elie Ofek


This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from conducting market research at the front end of NPD affects which of these opportunities the firm should pursue. Pitfalls in analyzing the customer data are described, along with guidelines on how to overcome them. The impact of competition in the context of setting innovation strategy under market uncertainty is also addressed.

Keywords: Customer Focus and Relationships; Innovation Strategy; Knowledge Use and Leverage; Marketing; Research; Competition;


Ofek, Elie. "Marketing Input and Innovation Strategy." Harvard Business School Background Note 508-090, March 2008.