The Evolution of Marketing Influence in the Innovation Process: Toward a New Science-to-Business Marketing Model in Quadruple Helix

Abstract

It is well known about today’s knowledge-based economy that knowledge has become its key resource, and therefore new knowledge and innovation have become of central importance. However, we should not forget that knowledge creation is not the only engine of this economy. For regions, enterprises, and universities, it is not the creation of knowledge that signifies distinctive competitive advantage but the way they can apply this knowledge. As the social application of innovation has founded new approaches in recent years and the Triple Helix (Leydesdorff and Etzkowitz Science and Public Policy 23:279–286, 1996) and then the Quadruple Helix (Carayannis and Campbell International Journal of Technology Management 46(3/4):201–234, 2009) models have emerged, the related marketing tools have also had to change inevitably. Our article aims to review the connection points of innovation and marketing in the course of changes in the models of knowledge production and innovation on the one hand and provide an answer to the latest innovation-marketing challenges with an extended marketing mix model on the other. In our paper, we examined how marketing can support the involvement of the affected segment of society into today’s changed innovational context.