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Creating Growth through Innovation and Marketing

RMIT University Events

Tuesday, 29 October 2013 from 5:30 pm to 7:00 pm (AEDT)

Creating Growth through Innovation and Marketing

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Event Details

Inaugural Professorial Lecture

Presenter: Professor Mark Leenders, Graduate School of Business & Law

Title: Creating Growth through Innovation and Marketing: Rethinking the Marketing – R&D Interface

Companies’ ability to innovate and shape markets becomes more and more important for survival and growth. Innovation, if successful, can create value for entrepreneurs, organizations, shareholders and regions and is an important driver of job growth. However, new product development is also inherently risky and academic research reports new product failure rates ranging from 40% to 50%. As a result, companies of all sizes need to become more creative and become more effective in innovation to optimize new product and service outcomes.  

In this inaugural lecture, Professor Leenders will focus on an organizational design factor that is seen as critical in successful new product development: The Marketing – R&D interface.  This interface affects whether and how companies act on technological and market opportunities and how successful the new products and services are in the marketplace.

Using examples from his research on Hollywood motion pictures, video games, food and beverage products, and medicines, Professor Leenders will take stock on his research on different areas of the Marketing – R&D interface and will discuss three directions for more effective market-shaping strategies: (1) the marketing function and what type of marketing organizations and cross functional structures outperform in terms of innovation outcomes, (2) new ways of bringing the ‘voice of the customer’ into the innovation process (e.g. examining how social media can be exploited more effectively for innovation purposes), and (3) how marketing decision making around key design trade-offs (e.g., quality, sustainability, time to market,  and cost) can be improved. Finally, he will also show how new ways of innovating, based on provenance, craftsmanship, regional networks, and global (niche) strategies, are changing the innovation arena.

Professor Mark Leenders

Professor Mark Leenders is Professor of Marketing at RMIT University, Graduate School of Business and Law. He has an MSc in Industrial Engineering and Management Science from the University of Technology Eindhoven and a PhD in Marketing from the Erasmus University, Rotterdam School of Management (RSM). He has held academic positions at Erasmus University, University of Amsterdam, and Plymouth University and visiting positions at the Massachusetts Institute of Technology (MIT), Sloan School of Management and at the Wharton School, University of Pennsylvania, and at the Sauder Business School, University of British Columbia.

His publications appeared in leading academic journals, including Marketing Science, International Journal of Research in Marketing, Journal of Management, Journal of Product Innovation Management, Industrial Marketing Management, Marketing Letters, European Journal of Marketing, Journal of Strategic Marketing, Journal of Cultural Economics, Technovation, and Industrial and Corporate Change. He also contributed to a range of books on innovation, marketing strategy, and family business success. He has been a member of the agenda setting committee for the Netherlands Organization for Scientific Research (NWO) regarding creative industries and creative innovation ecosystems (>€8.5 million interdisciplinary research program). He received over €700.000 in research grants and has advised companies on product/ service development and marketing such as Nutricia foods, Unilever, McKinsey & Co., Ahold, Dutch Federation for Cinematography, Novartis (Sandoz), and Philips.

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When & Where

The Chamber, Bldg 1, level 2R, Rm 17
124 La Trobe St
Melbourne, VIC 3000

Tuesday, 29 October 2013 from 5:30 pm to 7:00 pm (AEDT)

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RMIT University Events

RMIT is a global university of technology and design and one of Australia's original tertiary institution.

The University enjoys an international reputation for excellence in professional and vocational education and outcome-oriented research.

RMIT is a leader in engineering, accounting and finance, computer science and information systems, communication and media studies, psychology, education, law and economics.

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