Marketing in the Front-End Innovation Process

Amanda Deborah Norma Rodrigues & Dominik Andrzej Nalepa

Studenteropgave: Masterprojekt


The following paper attempts to inquire into the importance of the marketing function in the product/service innovation process within the context of start-ups and small organisations in Poland. The authors, through 6 interviews- conducted with entrepreneurs from different industries, aim to uncover the concepts that best explain the link between the two operations.
Through a hermeneutic approach and an abductive logic of inquiry, various theory was weighed against empirical data to confirm that the extent of influence of the marketing functions within the innovation process translated into superior market performance. This could be explained as the result of and in terms of the strategic perspectives of a resource based view and/or market based view and the concepts of value co-creation, user involvement and a service dominant logic.

UddannelserVirksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato27 maj 2019
Antal sider53
VejledereAne Jensen