The dangers of misaligned product co-development contracts—and how they can derail innovation in high-tech firms
Researchers from Mansoura University and University of Guelph published a new Journal of Marketing study that examines how misaligned contracts can erode innovation outcomes of high-tech firms.
The study, forthcoming in the Journal of Marketing, is titled “Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies” and is authored by Nehal Elhelaly and Sourav Ray.
When a giant multinational like Unilever partners with one of its major suppliers, such as the industrial enzyme-producer Novozyme, the collaboration can fast-track ...















