{"id":1363,"date":"2011-02-15T13:34:43","date_gmt":"2011-02-15T18:34:43","guid":{"rendered":"http:\/\/www.exomarketing.biz\/\/?p=1363"},"modified":"2011-02-15T13:34:43","modified_gmt":"2011-02-15T18:34:43","slug":"marketing-the-trump-card-of-innovation","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/","title":{"rendered":"Marketing: The trump card of innovation"},"content":{"rendered":"
\n

It could take the form of incremental innovation (the gradual enhancement of a product over time) or it could take the form of radical innovation (going from telephone to Internet), whatever shape it takes, innovation is essential for today\u2019s businesses.<\/p>\n

While perusing the blog from\u00a0ADRIQ<\/a> (Association De la Recherche Industrielle au Qu\u00e9bec \/ Quebec\u2019s Industrial Research Association), I came upon a blog post about innovation in Qu\u00e9bec. I was surprised to find an image of an iceberg used to describe industrial R&D structures.<\/p>\n

I was surprised because it was the same image used by one of my University teachers to position strategic marketing in the grand scheme of marketing practices. Strategic marketing in that course was illustrated as the visible part of the iceberg, while operational marketing (and all its related components) was the submerged part of the iceberg.<\/p>\n

Both Innovation and Marketing have the same hidden depths of long hours of work beneath the surface of what others perceive.<\/strong><\/p>\n

The way I see it, this is not only an analogy: the role of marketing is to drive company innovation (innovation pull) and to control it (innovation push). The parts of the R&D iceberg and the parts of the marketing iceberg should therefore be common.<\/p>\n

Without questioning the quality of this on-line document, I was however surprised by the quasi-absence of the word marketing. Of course, on many occasions, the cooperation between market and innovation is mentioned as a key factor for innovation success.<\/p>\n

Marketing absolutely plays its part in industrial innovation and its involvement should not be summed-up as a market study that proves or disproves the synchronicity between the two elements. Marketing must be fully involved in a businesses innovation strategy. Industrial R&D must work in concert and form a couple like \u201cSales\/Marketing\u201d in order to guarantee future successful innovation strategies.<\/p>\n

However, let\u2019s not delude ourselves, things are never this simple: here again, just like with sales and marketing, innovation and marketing could be considered as two different species occupying the same environment.<\/strong><\/p>\n<\/div>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

It could take the form of incremental innovation (the gradual enhancement of a product over time) or it could take the form of radical innovation (going from telephone to Internet), whatever shape it takes, innovation is essential for today\u2019s businesses.<\/p>\n","protected":false},"author":2,"featured_media":1019,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[98],"tags":[50],"class_list":["post-1363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-launch-2","tag-marketing-b2b-en"],"acf":[],"yoast_head":"\nMarketing: The trump card of innovation - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing: The trump card of innovation\" \/>\n<meta property=\"og:description\" content=\"It could take the form of incremental innovation (the gradual enhancement of a product over time) or it could take the form of radical innovation (going from telephone to Internet), whatever shape it takes, innovation is essential for today\u2019s businesses.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/\" \/>\n<meta property=\"og:site_name\" content=\"ExoB2B\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ExoB2B\" \/>\n<meta property=\"article:published_time\" content=\"2011-02-15T18:34:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/08\/exob2b-marketing-b2b-meeting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Collaboration\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Collaboration\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/\"},\"author\":{\"name\":\"Collaboration\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1\"},\"headline\":\"Marketing: The trump card of innovation\",\"datePublished\":\"2011-02-15T18:34:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/\"},\"wordCount\":354,\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"marketing B2B\"],\"articleSection\":[\"Product Launch -\"],\"inLanguage\":\"en-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/\",\"url\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/\",\"name\":\"Marketing: The trump card of innovation - ExoB2B\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#primaryimage\"},\"thumbnailUrl\":\"\",\"datePublished\":\"2011-02-15T18:34:43+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#breadcrumb\"},\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#primaryimage\",\"url\":\"\",\"contentUrl\":\"\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/exob2b.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing: The trump card of innovation\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/exob2b.com\/en\/#website\",\"url\":\"https:\/\/exob2b.com\/en\/\",\"name\":\"ExoB2B\",\"description\":\"High precision integrated marketing\",\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/exob2b.com\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-CA\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/exob2b.com\/en\/#organization\",\"name\":\"ExoB2B\",\"url\":\"https:\/\/exob2b.com\/en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/11\/exob2b-logo-696x696-1.jpg\",\"contentUrl\":\"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/11\/exob2b-logo-696x696-1.jpg\",\"width\":696,\"height\":696,\"caption\":\"ExoB2B\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ExoB2B\",\"https:\/\/www.linkedin.com\/company\/1903572\/admin\/dashboard\/\",\"https:\/\/www.youtube.com\/@Exob2b\",\"https:\/\/www.threads.com\/@exob2b\"],\"description\":\"Agence marketing B2B, Montr\u00e9al et Rive-Sud. Au service des grandes entreprises et des PME. ExoB2B est une agence marketing B2B \u00e0 la crois\u00e9e de la strat\u00e9gie, de la cr\u00e9ativit\u00e9 et du num\u00e9rique. Bas\u00e9s sur la Rive-Sud de Montr\u00e9al, nous aidons les entreprises \u00e0 se positionner avec clart\u00e9, b\u00e2tir une marque forte, g\u00e9n\u00e9rer des pistes de vente qualifi\u00e9es et cro\u00eetre durablement sur leurs march\u00e9s. Pionni\u00e8re du marketing B2B, ExoB2B fait \u00e9voluer la fa\u00e7on dont les marques pensent et performent.\",\"email\":\"info@exob2b.com\",\"telephone\":\"514-765-9888\",\"legalName\":\"ExoB2B\",\"foundingDate\":\"2002-01-20\",\"naics\":\"541810\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1\",\"name\":\"Collaboration\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e1e14547a157e2ad0f47b6c6f5737ef0bd9dbe26aca56de963f8763d457ece3c?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e1e14547a157e2ad0f47b6c6f5737ef0bd9dbe26aca56de963f8763d457ece3c?s=96&d=mm&r=g\",\"caption\":\"Collaboration\"},\"url\":\"https:\/\/exob2b.com\/en\/author\/collaborateur\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Marketing: The trump card of innovation - ExoB2B","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/","og_locale":"en_US","og_type":"article","og_title":"Marketing: The trump card of innovation","og_description":"It could take the form of incremental innovation (the gradual enhancement of a product over time) or it could take the form of radical innovation (going from telephone to Internet), whatever shape it takes, innovation is essential for today\u2019s businesses.","og_url":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/","og_site_name":"ExoB2B","article_publisher":"https:\/\/www.facebook.com\/ExoB2B","article_published_time":"2011-02-15T18:34:43+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/08\/exob2b-marketing-b2b-meeting.jpg","type":"image\/jpeg"}],"author":"Collaboration","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Collaboration","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#article","isPartOf":{"@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/"},"author":{"name":"Collaboration","@id":"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1"},"headline":"Marketing: The trump card of innovation","datePublished":"2011-02-15T18:34:43+00:00","mainEntityOfPage":{"@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/"},"wordCount":354,"publisher":{"@id":"https:\/\/exob2b.com\/en\/#organization"},"image":{"@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#primaryimage"},"thumbnailUrl":"","keywords":["marketing B2B"],"articleSection":["Product Launch -"],"inLanguage":"en-CA"},{"@type":"WebPage","@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/","url":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/","name":"Marketing: The trump card of innovation - ExoB2B","isPartOf":{"@id":"https:\/\/exob2b.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#primaryimage"},"image":{"@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#primaryimage"},"thumbnailUrl":"","datePublished":"2011-02-15T18:34:43+00:00","breadcrumb":{"@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#breadcrumb"},"inLanguage":"en-CA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/"]}]},{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#primaryimage","url":"","contentUrl":""},{"@type":"BreadcrumbList","@id":"https:\/\/exob2b.com\/en\/marketing-the-trump-card-of-innovation\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/exob2b.com\/en\/"},{"@type":"ListItem","position":2,"name":"Marketing: The trump card of innovation"}]},{"@type":"WebSite","@id":"https:\/\/exob2b.com\/en\/#website","url":"https:\/\/exob2b.com\/en\/","name":"ExoB2B","description":"High precision integrated marketing","publisher":{"@id":"https:\/\/exob2b.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/exob2b.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-CA"},{"@type":"Organization","@id":"https:\/\/exob2b.com\/en\/#organization","name":"ExoB2B","url":"https:\/\/exob2b.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/exob2b.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/11\/exob2b-logo-696x696-1.jpg","contentUrl":"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/11\/exob2b-logo-696x696-1.jpg","width":696,"height":696,"caption":"ExoB2B"},"image":{"@id":"https:\/\/exob2b.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ExoB2B","https:\/\/www.linkedin.com\/company\/1903572\/admin\/dashboard\/","https:\/\/www.youtube.com\/@Exob2b","https:\/\/www.threads.com\/@exob2b"],"description":"Agence marketing B2B, Montr\u00e9al et Rive-Sud. Au service des grandes entreprises et des PME. ExoB2B est une agence marketing B2B \u00e0 la crois\u00e9e de la strat\u00e9gie, de la cr\u00e9ativit\u00e9 et du num\u00e9rique. Bas\u00e9s sur la Rive-Sud de Montr\u00e9al, nous aidons les entreprises \u00e0 se positionner avec clart\u00e9, b\u00e2tir une marque forte, g\u00e9n\u00e9rer des pistes de vente qualifi\u00e9es et cro\u00eetre durablement sur leurs march\u00e9s. Pionni\u00e8re du marketing B2B, ExoB2B fait \u00e9voluer la fa\u00e7on dont les marques pensent et performent.","email":"info@exob2b.com","telephone":"514-765-9888","legalName":"ExoB2B","foundingDate":"2002-01-20","naics":"541810","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1","name":"Collaboration","image":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/exob2b.com\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e1e14547a157e2ad0f47b6c6f5737ef0bd9dbe26aca56de963f8763d457ece3c?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e1e14547a157e2ad0f47b6c6f5737ef0bd9dbe26aca56de963f8763d457ece3c?s=96&d=mm&r=g","caption":"Collaboration"},"url":"https:\/\/exob2b.com\/en\/author\/collaborateur\/"}]}},"_links":{"self":[{"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/posts\/1363","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/comments?post=1363"}],"version-history":[{"count":0,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/posts\/1363\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/media?parent=1363"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/categories?post=1363"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/exob2b.com\/en\/wp-json\/wp\/v2\/tags?post=1363"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}