Brake, Motor, Petrol or Motor Oil? The Researchers' Role in the Innovation Process

Teresa Monjardino and Udo Reuter

The paper deals with the tasks and roles of researchers in the innovation process. These primarily derive from the nature and the final purpose of an innovation.

Brake, Motor, Petrol or Motor Oil? The Researchers' Role in the Innovation Process

Udo Reuter IMWKLN, Germany andTeresa Monjardino Business Directions, Lda., Portugal

INTRODUCTION

The market rates for 'innovation' never were as high as they are today. 'Innovation' is chic and fashionable. Everybody wants 'innovation'. Publications, seminars and congresses with 'innovatio' as a title theme are extremely popular. People who know their way about it are much sought after. In the Internet one can find more than 1.5 million references relating to the word 'innovation'.

All this is relatively new. It is not so long ago...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands