Authors: Marta Boffi
Abstract
The purpose of this paper is to outline an initial theoretical framing that will serve to develop a doctoral research. The aim of my research is to describe and investigate, how innovation is sold, and how it becomes marketable. I intend to do that adopting the IMP approach, identifying mechanisms, processes and features that characterize the interplay between actors, buyer-sellers, involved in the adoption of an innovation. Interaction approach gives us the opportunity to understand some more about “selling an innovation” because innovations are developed and implemented in relationships context, and at the same time, in that context the selling process is carried out. The research will adopt a qualitative approach based mainly on multiple case studies and participant observation.
Keywords: innovation, sales management, IMP approach, supplier-buyer relationships
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Conference: Glasgow, Scotland (2011)