Strategic Innovation in B2B Technology Markets: A Need for a Process Perspective

This paper examines innovation for B2B technology companies from a process perspective and how these innovations impact corporate performance. Using snowball sampling, a national survey was conducted among experienced marketing managers from several industry sectors. Research findings show that high-tech companies master most of the technological aspects of their businesses. However, an understanding of process technology was the one weak link. Overall, medium and large companies were more successful in tec hnology usage than smaller firms. Building on the literature and research findings, a five-step model for innovation was developed. This paper combines academic andpractical insights to shed new light on how successful managers are incorporating innovative activities and processes in B2B technology companies. As an exploratory study, the focus of the research was solely on the participating organizations. Potential innovation partners such as customers, suppliers, and other strategic alliance partners were not evaluated.