In the recent literature, the interplay between R&D skills and market orientation is seen as a major determinant of financially successful innovation. These two constructs are studied in the food industry where R&D expenditures are low, but where product development is considered to be strategically important. The results of a series of case studies indicate that other constructs may be more appropriate for explaining innovation success. A new set of constructs focusing on what causes specific innovation activities to occur is proposed and a revised framework is developed.
HARMSEN, H., GRUNERT, K.G. and DECLERCK, F. (2000). Why Did we Make that Cheese? An Empirically Based Framework for Understanding what Drives Innovation Activity. R & D Management, pp. 151-166.