Understanding Innovation Processes: A Multi-Stage Marketing Perspective in the Automotive Context
Abstract
Successful innovation processes involve multiple actors with distinct objectives, resources,
and competences across different stages of value creation. Close collaboration among relevant
stakeholders is therefore essential, yet it also entails substantial coordination and alignment
challenges. Drawing on a multi-method research design, this study examines the development and
market introduction of an advanced driver assistance system (ADAS) for passenger vehicles across
multiple market stages.
The findings conceptually and empirically demonstrate how stakeholders’ heterogeneous goal
structures and value assessments influence the innovation process across stages. In particular, the
results reveal that the absence of a multi-stage marketing (MSM) perspective can lead to
misalignments that adversely affect the progression and market success of the innovation. The
study further provides insights into how innovation processes can be systematically designed
across market stages to ensure end-user orientation and economic viability.
By integrating a multi-stage marketing perspective into innovation research, this paper
contributes to a more comprehensive understanding of innovation processes in complex, multi-
actor environments.
Mehr zum Titel
| Titel | Understanding Innovation Processes: A Multi-Stage Marketing Perspective in the Automotive Context |
|---|---|
| Verlag | www.accessmm.de/open science |
| Verfasser | Stefan Wengler, Joachim Riedl, Marcin Czaban |
| Seiten | 1-36 |
| Veröffentlichungsdatum | 27.01.2026 |
| Zitation | Wengler, Stefan; Riedl, Joachim; Czaban, Marcin (2026): Understanding Innovation Processes: A Multi-Stage Marketing Perspective in the Automotive Context. , 1-36. |