Research as innovation: Rewards, perils, and guideposts for research and reviews in marketing

Market-based insights are obviously important to corporate strategy practice. Academic researchers who bring market-based insights to corporate strategy research will provide new perspectives on problems that have so far been co-opted by researchers in other fields. They will also face the perils and rewards of innovation. Innovation adoption is uncertain and subject to resistance and skepticism from gatekeepers. Innovation development requires patience, creativity, and persistence. As researchers, if we can overcome the perils of innovation, then our rewards can be large. As a field, if we can bring forth new ideas for corporate thinking and action, then our influence will be large. Perhaps the days of wringing of hands, shaking of heads, and gnashing of teeth will then be no more.