La integración de las funciones de Marketing e innovación en producto: Fomentando el uso de las TIC en el desarrollo de un comportamiento cooperativo

The purpose of this paper is to explore the role that ICT use in marketing plays in the processes of product innovation, as an element that strengthens the cooperation and communication among agents within the innovation project, reducing the obstacles to innovation and enhancing the development of differentiated products. The study of a sample of companies allows us to contrast initial hypotheses and establish a profile of an innovative company as well. Thus, as a final result, two ideas emerge from the analysis. First, intensive ICT use in marketing makes the company more innovative, as it perceives that its usage breaks down barriers to innovation and speeds up processes that in turn become more efficient. Second, increasing ICT use in marketing encourages company predisposition to collaborate with and integrate particular agents within the business environment in the development of the innovation process, improving the degree of adaptation of the new product to market demands.