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Title: Integration in strategic alliances : a conceptual framework of IT use in marketing as NPD key factor
Author: Torrent Sellens, Joan  
Jiménez Zarco, Ana Isabel  
Vilaseca i Requena, Jordi
Others: Universitat Oberta de Catalunya. Internet Interdisciplinary Institute (IN3)
Universitat Oberta de Catalunya. The New Economy Observatory (ONE)
Issue Date: Feb-2007
Publisher: Universitat Oberta de Catalunya. Internet Interdisciplinary Institute (IN3)
Citation: Torrent, Joan; Jiménez, Ana Isabel; Vilaseca, Jordi (2007). Integration in strategic alliances: a conceptual framework of IT use in marketing as NPD key factor [online working paper]. UOC. (Working Paper Series; WP06-006).
Abstract: In a knowledge based economy, product innovation is considered as a key factor in determining the company's competitiveness, productivity and growth. Nevertheless, companies' experience demonstrates the need for a new model of product innovation management: a management based on marketing, in which co-operation and the intensive use of Information and Communication Technologies (IT) are particularly important. In recent years, marketing literature has analysed the role of cooperation in the success of the innovation process. However, few works have so far studied the role played by IT use in marketing in the success of new product development (NPD). This is a curious omission, taking into account that the new competitive environment is defined by an economy and society broadly based on intensive IT and knowledge use.
Language: English
Appears in Collections:Research papers

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