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Analysis of intersections between technology and innovation management and product management in B2B

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Reference

Osswald, M., Ertel, D., Brecht, L., & Mahnke, T. (2015). Analysis of intersections between technology and innovation management and product management in B2B. Paper presented at the The 26th ISPIM Conference, Budapest, Hungary.

Publication type

Paper in Conference Proceedings

Abstract

Many experts have investigated the factors that influence a new product's success the most. This paper examines the differences between successful and less successful German B2B companies in terms of how technology and innovation management (TIM) and product management (ProMM) are working together along the product life cycle on an empirical base. We defined 33 possible intersections between TIM and ProMM and defined seven different ways, how both functions can work together. Then we asked 58 companies to complete an online questionnaire. Our detailed analysis proves that successful companies have only few - but clearly defined - intersections between TIM and ProMM along the product life cycle. This supports the role of TIM as a long-term planner for technology and of ProMM as the spearhead of TIM, as it realizes the TIM strategy through products and services in the mid- and short-term.

Persons

Organizational Units

  • Institute for Entrepreneurship
  • Chair of Entrepreneurship and Technology

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