Key Questions on Innovation in the B2B Context

Author(s): Gerard J. Tellis, Rajesh K. Chandy, and Jaideep C. Prabhu

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at

Innovation is a critical driver of the improvement in performance of customers, the growth and success of firms and the wealth of nations. Although much is known because of extensive research on innovation, several important questions on innovation still remain unanswered. This chapter identifies ten major topics in innovation, summarizes the major contributions of and issues in those topics and outlines key research questions for the future.
lamp on a whiteboard

The following material is restricted to registered academic and ISBM Member Company users. Please login or register to continue or learn more about becoming an ISBM member company.

Share: "Key Questions on Innovation in the B2B Context" with your followers.

Share on facebook
Share on twitter
Share on linkedin
Share on email