ABSTRACT
Information constitutes the basic tenet of the traditional marketing concept asit is expressed in terms of ‘market orientation’, which is the strategic postureadopted by a firm that methodically collects and disseminates information about its customers and competitors and takes decisions that are directly based upon this information (see Kohli & Jaworski, 1990). In addition, information figures prominently in the new product development literature (e.g. Li & Calantone, 1998), because designing and making innovative solutions requires information. As you would expect, the better the quality of information, the better the innovation, the better the potential solutions. Conversely, creative solutions require innovation, sometimes ‘radical’, sometimes ‘incremental’. Solutions to customer and marketing problems must be based on knowledge and information, and innovation is necessary in order to make new solutions happen.
