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Title: Integration in strategic alliances : a conceptual framework of IT use in marketing as NPD key factor
Authors: Torrent i Sellens, Joan
Jiménez Zarco, Ana Isabel
Vilaseca i Requena, Jordi
Other: Universitat Oberta de Catalunya. Internet Interdisciplinary Institute (IN3)
Observatory of the New Economy. ONE
Issue Date: Feb-2007
Publisher: Universitat Oberta de Catalunya. Internet Interdisciplinary Institute (IN3)
Type: Research paper
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: eng
Appears in Collections:Research papers

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