Marketing Research in the Classroom
Ellen Thomas: Another thing I researched is innovation management. I look at cross functional teams. Marketers and engineers and those in manufacturing all do work together now to develop new products so how do they communicate. There’s a lot of different ways they communicate – through databases and things like that but they also use social cognitive ways – knowing who knows what. Well I don’t need to learn that because she knows that and working together. I’ve researched that. And another one of my research interests is open innovation and how companies work with their suppliers to develop new products.
By introducing my research into the classroom it’s a good way to launch a discussion in how best to manage turbulent environments, how best to develop new products given the changing technology that companies have to deal with.