Managing Research, Development, and Innovation: Managing the Unmanageable, Third Edition

12.4. THE MARKET, MARKETERS, AND MARKET RESEARCH IN TECHNOLOGICAL INNOVATION

Depending on how much clarity exists in market size and customer segmentation as well as the level of development of the technology involved, the role of the market in technological innovation varies in important ways. The degree of clarity has implications for the role of marketers as projects evolve, the appropriate market research they can contribute, and the type of customer input that can be expected (Table 12.5).

Table 12.5. The Role of Marketing Given Technical and Market Uncertainty in Innovation Projects

	Technical Uncertainty	Market Uncertainty	Role of Marketers	Market Research Methods Emphasized	Customer Input
Fulfillment of existing need via incrementally improved ...