This chapter analyses the role of innovation in marketing. First, it reviews the main risks and key success factors of innovations. Second it shows the importance and impact of marketing organization on the success of innovations. Third, it analyses the major marketing key questions of innovative firms: first-mover advantage, network externalities, targeting innovators.
PRAS, B. and LE NAGARD, E. (2003). Innovation et marketing stratégique. In: Encyclopédie de l'innovation. 1st ed. Economica, pp. 225-280.