New Research Project on Marketing Innovation by Associate Professor Wolfgang Sofka and Professor Christoph Grimpe


Launching new products that customers perceive as innovative does not necessarily require novel technology. Instead, new marketing strategies (novel pricing, packaging, promotion or placing) allows firms to create marketing innovations. The article “R&D, Marketing Innovation, and New Product Performance: A Mixed Methods Study”, published in the Journal of Product Innovation Management, studies these marketing innovations and the conditions under which they improve a firm’s innovation performance.

Wolfgang Sofka, Associate Professor, Department of Strategic Management and Globalization, CBS
Christoph Grimpe, Professor of Innovation and Entrepreneurship, Department of Innovation and Organizational Economics, CBS
The page was last edited by: Department of Strategic Management & Globalization // 10/08/2019