Success factors in IT-Innovative product companies: A conceptual framework

Abstract

The purpose of this paper is to explore the role that Information Technologies (ITs) play in product innovation processes, both as an element that strengthens marketing processes making possible consumer integration within the innovation framework, as well as the development of the organizational learning process. There are two main uses of ITs in marketing processes. First, they increase the likelihood and efficiency of communication and cooperative relationships between different agents, both inside and outside the organization. Second, they manage market data correctly, prioritizing its acquisition, storage and dissemination throughout the company, thereby developing market intelligence that can be used in the decision-making process. © 2009 Springer Berlin Heidelberg.