Innovation marketing: from idea to start ups: a holistic literature review

Abstract

The study examines the concept of innovation marketing and the evolution of relevant academic thought and frameworks. Academic studies and approaches tend to focus on very specific, narrow aspects, techniques, frameworks and concepts related to innovation management and marketing. A number of approaches for idea evaluation, business models, business canvas, start ups, alliances and marketing evolved through the last decades. The present study attempts a synthesis of these concepts in an effort to provide an holistic approach to innovation marketing. More specifically the study examines innovation management through the different phases of idea development, new product development, new product launching, entrepreneurship and start ups. The study examines the reasons behind the evolution of academic through and the importance of several key factors for innovation, such as pioneer advantage, entrepreneurship, strategic alliances, sustaining and disruptive innovation, business models and scalability, in order to provide a new model for understanding innovation marketing and commercialization. The study examines several key success factors for innovation marketing as identified by previous studies and analyses the role and impact of these factors, providing an integrated, holistic approach to innovation marketing. The study presents different aspects of innovation marketing, highlighting the role and impact of critical success factors for innovation marketing success. The issues examined will provide academics, entrepreneurs and venture capitals a holistic framework for identifying critical success factors and improve decision making in a changing and challenging business environment.