Brake, motor, petrol or motor oil?
The paper deals with the tasks and roles of researchers in the innovation process. These primarily derive from the nature and the final purpose of an innovation. The central thesis is of this paper is that the prime role of marketing researchers in the innovation process should be that of an active facilitator and energizer- a continuous member of the innovation team providing knowledge and adequate tools which promote the development of innovation on a valid theoretical basis. This means a fundamental shift compared to the usual marketing process involving changes at all levels: research theory and concrete tasks (paradigm free research) as well as in client relations. The authors outline the scope for innovation in marketing research which stimulates the development of new approaches and innovation in research.
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