Baines, Fill, & Rosengren: Marketing 4e
Chapter 8: Research insights (seminal paper links)
- Research Insight 8.1
Hise, R.T.; O'Neal, L.; Parasuraman, A.; and McNeal, J.U. (1990). Marketing/R&D interaction in new product development: implications for new product success rates. Journal of Product Innovation Management, 7(2), 142-55.
- Research Insight 8.2
Vargo, S.L. and Lusch, R.F. (2004), ‘Evolving to a new dominant logic for marketing’, Journal of Marketing, 68, 1 (January), 1–17.
- Research Insight 8.3
Edvardsson, B.; Kristensson, P.; Magnusson, P. and Sundström, E. (2012). Customer integration within service development—A review of methods and an analysis of insitu and exsitu contributions. Technovation, 32(7), 419-29.
- Research Insight 8.4
Peres, R.; Muller, E. and Mahajan, V. (2010). Innovation diffusion and new product growth models: A critical review and research directions. International Journal of Research in Marketing, 27(2), 91-106.