New Product Marketing
- The outside-in perspective studies how customers' new product evaluations and participation in the new product development process (NPD) process impacts product commercialization.
- The inside-out perspective examines the impact of marketing resources and employee competences on companies' ability to match newly developed products with customer needs.
Particular topics of interest include early customer involvement in development, market research tools for radical new products, activating front-line employees for ideation, new product sales techniques, and launch decisions. Although the research covers the full range of new products and services, its primary focus lies on high-tech industries.
ITEM marketing scholars are internationally recognized for their achievements. This resulted in numerous best paper and dissertation awards (e.g., AMA winter conference, EMAC conference). Next to that, ITEM marketing scholars are rewarded with grants from organizations such as ISBM, MOA, and the European Commission (FP7) - fueling the need for research on new product marketing.
ITEM Marketing scholars have published in top-tier marketing journals, including Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing, renowned innovation journals such as the Journal of Product Innovation Management, and cross-disciplinary journals such as Management Science and Journal of Management. ITEM members are also involved in editorial boards of journals such as the Journal of Product Innovation Management, Industrial Marketing Management, and Journal of Service Research and act on the scientific advisory board of the Dutch Marketing Institute (Nima).
The ITEM group's new product marketing research facilitates teaching the latest academic new product marketing insights to students in both the BSc and MSc programs as well as to practitioners in TiasNimbas executive courses.