Skip to main content

Free Content The Regularities of Innovation - A Marketing Perspective

Download Article:
(PDF 495.8 kb)


The purpose of this paper is to implement the regularities of product innovation in the field of marketing. The article takes a look at the different understandings of the concept of marketing innovation and it states that although the innovation concept is widely discussed in marketing literature, it lacks one important element: the “missing link” is an analysis of the relation between product innovation and marketing innovation. The paper discusses the different patterns of innovation and points out that the marketing of a product category displays a similar evolution cycle. Using the dominant product-form analogy, the author presents his hypothesis about the existence of a dominant marketing mix. He argues that as the dominant product form emerges, it is accompanied by a dominant marketing form, and he states that such standardised marketing will dominate the scene until the next discontinuous innovation.

Keywords: dominant marketing mix; dominant product; marketing; marketing innovation; new product development

Document Type: Research Article

Publication date: March 28, 2003

More about this publication?
  • Terms & Conditions
  • Ingenta Connect is not responsible for the content or availability of external websites

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Partial Open Access Content
Partial Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more