Integration in strategic alliances: a conceptual framework of IT use in marketing as NPD key factor

Joan Torrent-Sellens, Ana Isabel Jiménez, Jordi Vilaseca

Abstract


In a knowledge based economy, product innovation is considered as a key factor in determining the company's competitiveness, productivity and growth. Nevertheless, companies' experience demonstrates the need for a new model of product innovation management: a management based on marketing, in which co-operation and the intensive use of Information and Communication Technologies (IT) are particularly important.

Keywords


cooperation; ITC use in marketing; product innovation process; strategic alliances

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