Weatherhead Professor’s writings featured in Marketing NPV and the Journal of Marketing
Take a look at http://www.marketingnpv.com/research.asp?id=1097 and http://www.marketingpower.com where the writings of Detelina Marinova, assistant professor of marketing at the Weatherhead School of Management, are featured. In Marketing NPV’s “Market Knowledge: Use it or Lose it”, important points from her article “Actualizing Innovation Effort: The Impact of Market Knowledge Diffusion in a Dynamic System of Competition” published in the July 2004 Journal of Marketing are featured. Marinova explores how a company’s market knowledge and strategic actions drive its innovation and performance over time. Her results show that if there is little shared knowledge in a firm, an increase in an individual’s overall market knowledge has no impact on innovation effort. Innovation effort takes shape over time under the influence of opposing market knowledge diffusion, which propels innovation, and a “complacency” with past performance which hinders it.