ABSTRACT
This chapter discusses some of the challenges both marketing and project managers faced in the past, as well as now. An inescapable concern to managers, researchers, and scientists keen on innovation is techno-predation, which is “the sudden and unwelcome appropriation or use of a new technology by a stakeholder in an innovation network to the detriment of the creator of said technology.” Regularly, scientists working at universities see their innovations or articles stolen by colleagues or competitors. Many universities are ill-equipped to deal with this phenomenon, even though they claim they provide a safe haven for research. Innovation is plagued with points of vulnerability, and as time goes on, experts become more astute in getting around security measures; this problem will only grow. Corporate social responsibility is fast becoming an inescapable theme of marketing and project management. Both managers will have to become more flexible in their approach to management and to working together.
