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  • March 2008
  • Background Note
  • HBS Case Collection

Marketing Input and Innovation Strategy

By: Elie Ofek
  • Format:Print
  • | Pages:16
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Abstract

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

Citation

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

Elie Ofek

Marketing
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  • Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
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  • Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
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