Even a cursory look at the new product development (NPD) literature shows that during the past decades there has been a shift toward thinking of marketing less as a function and more as a set of values and processes. The clearest indication of this change in perspective is the increasing number of studies regarding the role of market orientation in innovation processes (DeLuca et al. 2010). As a result, marketing has been promoted as everybody's job, which has increased the importance of the marketing concept but also diffused that of the marketing function. As marketing has gained prominence as an orientation that everyone in the organization shares, a critical issue that arises is to the role of the marketing function.
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