A. (Adnan) Tula

RSM - Rotterdam School of Management
Erasmus University Rotterdam
ERIM Doctoral Student
Field: Marketing
Affiliated since 2010

PhD Project

The international launch and diffusion of new products

Product and service innovation has been one of the core marketing strategies used by firms today. Innovation helps firms to decrease the pressure of competition on their products through product differentiation and enables them to offer products to a wider range of consumers. However, the percentage of innovative products reaching to commercial success is rather small. Therefore, strategic management of innovation efforts is of vital importance to firms, i.e., firms need to allocate their human and capital resources to promising innovation projects in the right proportion at the right time. In this study, we examine how innovations are created in the car industry and what the most important factors that foster innovation competence of car manufacturers are. Additionally, we investigate how much car manufacturers benefit from their innovation efforts in terms of commercial success of their products. Also a special focus is devoted to searching for conditions that increase the probability of innovations to reach commercial success in the car industry.

Keywords
car industry, innovation, commercial success
Time frame
2010 -

Address

Visiting address

Office: Mandeville Building T10-24
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Supervisory team

Adnan Tula
Professor Emeritus of Marketing
Promotor
Adnan Tula
Associate Professor of Marketing Management
Daily supervisor