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Innovation in Marketing

Introduction

Special issue of the Review of Marketing Research; Deadline 31 Jan 2025

INTEREST CATEGORY: INNOVATION AND TECH
POSTING TYPE: Calls: Journals

Posted by: Mark Peterson

Review of Marketing Research

Naresh K. Malhotra

Editor-in-Chief, Review of Marketing Research
Regents’ Professor Emeritus, Georgia Institute of Technology, Scheller College of Business

Call for Papers
Volume 23, Special Issue on:

INNOVATION IN MARKETING

Guest Editor: Mark Peterson, University of Wyoming

Innovation is about creating an offering (Kahn, 2022), and marketing innovation is the implementation of new marketing practices involving significant changes in the design, distribution, promotion, or pricing of a product or service (Purchase and Volery, 2020).  This special issue invites articles that advance the understanding of innovation in marketing. The issue seeks to contribute to the theoretical understanding of phenomena related to successful innovation.  For example, the topics of potential interest include but are not restricted to innovation phenomena related to the following:

  • The nature of innovation (technological vs. non-tech, radical vs. incremental, risks, and funding)
  • Stakeholders and innovations (Service-Dominant Logic, collaborative innovation, networks)
  • Organizational aspects of innovation (org. learning, structures and processes for innovation)
  • Marketing strategy effects on innovation (high-growth strategy, intellectual property strategy)
  • Entrepreneurial Marketing and innovation (the EM mindset, proactiveness, effectuation)
  • Design and branding effects on innovation
  • Role of AI and digital technologies in innovation development
  • New processes for innovating (such as open innovation, technology transfer from R&D efforts)
  • New product and service development (pricing, distribution, and promotion of innovations)
  • How consumers innovate
  • Effect of innovative consumers on firm-led innovation
  • Contextual influences on innovation (such as new laws, societal change, pandemics, war/peace)
  • Unique venues for innovation (such as in healthcare, non-profits, and ventures)
  • Macromarketing perspectives (how society influences innovation and vice-versa)
  • Marketing systems and innovation (such as innovation networks)
  • Comparisons of country innovativeness (and role of defensible intellectual property)
  • Historical perspectives on innovation
  • Sustainable marketing practices
  • International marketing innovation (country innovativeness & respect for intellectual property)
  • Public policy to incentivize innovation or regulate innovation

Accepted papers will be published in Volume 23 (2026) of the Review of Marketing Research. The submission deadline is January 31st, 2025.  Submissions will receive double-blind peer review.

Authors should submit their manuscripts as a Word file to Mark Peterson at markpete@uwyo.edu. Submitted manuscripts should not exceed 6,000 words (including abstract and references).  For questions, please contact the guest editor at markpete@uwyo.edu.