The role of marketing in the design and innovation of future products in the connected digital economy

摘要: Technological advances could potentially enable the firm to serve contexts, i.e., achieving value-in-use with customers in their consumption contexts through provision of offerings. Serving must necessarily shift role marketing design aspects products meet customer needs and also production transactions transaction boundaries company for profitability. This paper proposes a research agenda product innovation future tackle constant tension between these two aspects. We propose that would lie (1) gaining insights into (2) understanding as affordance potential dynamic re-configurability, (3) boundaries, (4) distributing competencies. The significance studying attributes its contribution develop new business models, generate opportunities offerings markets, be they tangible goods or services.