Using Relationship Marketing and Organisational Learning for Competitive Advantage during Innovation

  • Patricia W. Meyers
  • Gerard A. Athaide


Without his knowledge, Professor Michael Baker and his work on new product development and innovation provided the fundamental impetus for this chapter. Indeed, Professor Baker played a very important role in forming the research career of the first author. Several years ago (not even the rigours of academic citation will force the exact date from me — some things are best left hazy) this author was pursuing an interest in innovation in search of a dissertation topic. The area was then being ‘rediscovered’ in the USA and certainly worthy of more study. The difficulty then was finding an appropriate conceptual framework with which to winnow ideas. Some of Professor Baker’s work came to light during a daily foray to the library in search of previous thinking on innovation. His careful discussion of a two-by-two grid with innovation in the fourth, high-growth and high-risk, cell offered a parsimonious foundation upon which to build. The dissertation proposal was written, accepted, completed and ultimately led to several more pieces such as the one included here. Much later, I met Professor Baker at an American Marketing Association Conference where I had the pleasure of being the track chair for his paper with Susan Hart (Hart and Baker, 1993) that offered a framework with which to view new product development. His careful pursuit and continuous improvement of thinking about innovation still inspires.


Competitive Advantage Organisational Learn Market Orientation Customer Loyalty Relationship Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Anderson, E., Chu Wujin, and B. Weitz (1987) ‘Industrial Purchasing: An Empirical Exploration of the Buyclass Framework’, Journal of Marketing, 51, July, 71–86.Google Scholar
  2. Argyris, C. and D.A. Schon (1978) Organisational Learning (Reading, Mass.: Addison-Wesley).Google Scholar
  3. Attewell, P. (1992) ‘Technology Diffusion and Organisational Learning: The Case of Business Computing’, Organisation Science, 3(1), February, 1–19.CrossRefGoogle Scholar
  4. Bentley, K. (1990) ‘A Discussion of the Link between One Organisation’s Style and its Connection with its Market’, Journal of Product Innovation Management, 7, 19–34.CrossRefGoogle Scholar
  5. Carter, N.M. (1990) ‘Small Firm Adaptation: Responses of Physicians’ Organisations to Regulatory and Competitive Uncertainty’, Academy of Management Journal, 33(2), 307–33.CrossRefGoogle Scholar
  6. Clark, K.B. and S.C. Wheelwright (1993) Managing New Product and Process Development (New York: The Free Press).Google Scholar
  7. DeBruicker, F.S. and G.L. Summe (1985) ‘Make sure your customers keep coming back’, Harvard Business Review, 63(1), 92–8.Google Scholar
  8. Eisenhardt, K. (1989) ‘Building Theories from Case Study Research’, Academy of Management Review, 14, October, 532–50.Google Scholar
  9. Ettlie, J.E. (1986), ‘Implementing Manufacturing Technologies: Lessons from Experience’, in Donald Davis and Associates (eds), Managing Technological Innovation (San Francisco: Jossey-Bass) 72–104.Google Scholar
  10. Glaser, B.J. and A.L. Strauss (1967) The Discovery of Grounded Theory (Chicago: Aldine).Google Scholar
  11. Glazer, R. (1991) ‘Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset’, Journal of Marketing, 55, October, 1–19.CrossRefGoogle Scholar
  12. Hamel, G. and CK. Prahalad (1991) ‘Corporate Imagination and Expeditionary Marketing’ Harvard Business Review, 69, July–August, 81–92.Google Scholar
  13. Hart, S. and Baker, M.J. (1993) ‘Learning from Success: Multiple Convergent Processing for Effective New Product Development’, in P. Rajan Varadarajan and Bernard Jaworski (eds), Classical and Contemporary Perspectives on Marketing Thought, Proceedings of the American Marketing Association Winter Marketing Educators’ Conference, 137–42.Google Scholar
  14. Kohli, A.K. and B.J. Jaworski (1990) ‘Market Orientation: The Construct, Research Propositions and Managerial Implications’, Journal of Marketing, 54, April, 1–19.CrossRefGoogle Scholar
  15. Leonard-Barton, D. (1988) ‘Implementation as Mutual Adaptaion of Technology and Organisation’, Research Policy, 17(5), 251–67.CrossRefGoogle Scholar
  16. Leonard-Barton, D. (1990) ‘Implementing New Production Technologies: Exercises in Corporate Learning’, in M.A. von Glinow and S.A. Mohrman (eds.), Managing Complexity in High Technology Organisations (New York: Oxford University Press) 160–87.Google Scholar
  17. Leonard-Barton, D. (1995) Wellsprings of Knowledge (Boston, Mass.: Harvard Business School Press).Google Scholar
  18. Lucas, G.H., Jr. and A.J. Bush (1984) ‘Guidelines for Marketing a New Industrial Product’, Industrial Marketing Management, 13, 157–61.CrossRefGoogle Scholar
  19. Maidique, M.A. and B.J. Zirger (1984) ‘The new product learning cycle’, Research Policy, 14(6), 299–313.CrossRefGoogle Scholar
  20. Meldrum, M.J. and A.F. Millman (1991) ‘Ten Risks in Marketing High-Technology Products’, Industrial Marketing Management, 20(3), 43–50.CrossRefGoogle Scholar
  21. Meyers, P.W. and G.A. Athaide (1989) ‘Implementing technological innovations: Developing strategic knowledge through relational marketing’, paper presented at the 1989 AMA Summer Educators’ Conference, San Antonio, Texas.Google Scholar
  22. Meyers, P.W. and G.A. Athaide (1991) ‘Strategic Mutual Learning Between Producing and Buying Firms During Product Innovation’, Journal of Product Innovation Management, 8, 155–69.CrossRefGoogle Scholar
  23. Miles, M.B. and A.M. Huberman (1984) Qualitative Data Analysis: A Source Book of New Methods (Beverly Hills, CA: Sage).Google Scholar
  24. Miles, M.B. and A.M. Huberman (1994) Qualitative Data Analysis, 2nd edn (Thousand Oaks, CA.: Sage).Google Scholar
  25. More, R.A. (1986) ‘Developer/Adopter Relationships in New Industrial Product Situations’, Journal of Business Research, 14, December, 501–17.CrossRefGoogle Scholar
  26. Moriarty, R.T. and T.J. Kosnik (1989) ‘High-Tech Marketing: Concepts, Continuity and Change’, Sloan Management Review, 30(4), 7–17.Google Scholar
  27. Nevens, M.T., G.L. Summe and B. Uttal (1990) ‘Commercializing technology: What the best companies do’, The McKinsey Quarterly, (4), 3–22.Google Scholar
  28. Nonaka, I. and H. Takeuchi (1995) The Knowledge Creating Company (New York: Oxford University Press).Google Scholar
  29. Nonaka, I. and T. Yamanouchi (1989) ‘Managing Innovation as a Self-Renewing Process’, Journal of Business Venturing, 299–315.Google Scholar
  30. Parkinson, S.T. (1985) ‘Factors Influencing Buyer-Seller Relationships in the Market for High-Technology Prodcts’, Journal of Business Research, 13, February, 49–60.CrossRefGoogle Scholar
  31. Rice, R.E. and E.M. Rogers (1980) ‘Reinvention in the Innovation Process’, Knowledge: Creation, Diffusion, Utilization, 1, June, 499–514.Google Scholar
  32. Robertson, T.S. and H. Gatignon (1986), ‘Competitive Effects on Technology Diffusion’, Journal of Marketing, 50(3), 1–13.CrossRefGoogle Scholar
  33. von Hippel, E.A. (1978) ‘Users as Innovators’, Technology Review, 80(3), 3–11.Google Scholar
  34. Voss, C.A. (1985) ‘The Role of Users in the Development of Applicaions Software’, Journal of Product Innovation Management, 2, June, 113–21.CrossRefGoogle Scholar
  35. Voss, C.A. (1988) ‘Implementation: A key issue in manufacturing technology: The need for a field of study’, Research Policy, 17, 55–63.CrossRefGoogle Scholar
  36. Webster, F.E., Jr. (1969) ‘New Product Adoption in Industrial Markets: A Framework for Analysis’, Journal of Marketing, 33, July, 35–9.CrossRefGoogle Scholar
  37. Webster, F.E. Jr. (1992) ‘The Changing Role of Marketing in the Corporation’, Journal of Marketing, 56, October, 1–17.CrossRefGoogle Scholar
  38. Weiss, A.M. and J.B. Heide (1993) ‘The Nature of Organisational Search in High Technology Markets’, Journal of Marketing Research, 30, May, 220–23.CrossRefGoogle Scholar
  39. Yin, R.K. (1984) Case Study Research: Design and Methods (Beverly Hills, CA: Sage).Google Scholar
  40. Zeithaml, V.A. (1988) ‘Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence’, Journal of Marketing, 52 July, 2–22.CrossRefGoogle Scholar
  41. Zirger, B.J. and M.A. Madique (1990) ‘A Model of New Product Development: An Empirical Test’, Management Science, 36, July, 867–83.CrossRefGoogle Scholar

Copyright information

© Patricia W. Meyers and Gerard A. Athaide 1998

Authors and Affiliations

  • Patricia W. Meyers
  • Gerard A. Athaide

There are no affiliations available

Personalised recommendations