| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1017787 | Journal of Business Research | 2011 | 5 Pages |
Abstract
When a firm launches a market-creating innovation, it launches a new product for which there are no close product substitutes. Thus, the new product causes a shift in the existing product–market structure of an industry. This paper reports on the findings of the analysis of 51 large pharmaceutical firms and their market-creating activities. The study suggests that market-creating firms have capabilities in both R&D and marketing. Furthermore, market-creating firms enjoy stronger efficiencies, manage costs better and make more profitable use of their assets.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Jenny Darroch, Morgan P. Miles,