Recent trends in industrial distribution suggest that distributors may perform an important role in various stages of product innovation from idea generation, through product design, to product launch and subsequent marketing. In this article, Eunsang Yoon and Gary Lilien review the literature and discuss the potential role of the industrial distributor as an innovation participant. An exploratory study with an Australian data base suggests that the industrial distributor performs tasks associated with market-driven product innovation (reformulation and imitative new products in particular) as effectively as the industrial manufacturer.
All Science Journal Classification (ASJC) codes
- Strategy and Management
- Management of Technology and Innovation