Marketing e innovazione nell’impresa: un rapporto di complementarità funzionali e culturali

Marketing for innovation is like an old wine in new bottles: not a new topic, but an issue of increasing relevance, with some interesting novelties, both for firms and for governments. Traditional models of innovation are changing: within the firms, we are observing the emergence of new patterns of collaboration between R&D and marketing; at the same time, the most innovative firms are developing projects through networks of relationships with research centres, suppliers, customers and even competitors. Building and leveraging innovative capabilities become central issues in firms' strategy; at the same time, the increasing attention paid to innovation as a source of competitiveness of industries and even countries, raise some questions about the role of governments in creating an adequate context for innovation, in order to sustain the competitiveness of firms facing the globalization of markets and technology.