THE REGULARITIES OF INNOVATION – A MARKETING PERSPECTIVE

The purpose of this paper is to implement the regularities of product innovation in the field of marketing. The article takes a look at the different understandings of the concept of marketing innovation and it states that although the innovation concept is widely discussed in marketing literature, it lacks one important element: the “missing link” is an analysis of the relation between product innovation and marketing innovation. The paper discusses the different patterns of innovation and points out that the marketing of a product category displays a similar evolution cycle. Using the dominant product-form analogy, the author presents his hypothesis about the existence of a dominant marketing mix. He argues that as the dominantproductform emerges, it is accompanied by a dominantmarketingform, and he states that such standardised marketing will dominate the scene until the next discontinuous innovation.