Definition: Marketing as a part of TPP innovation activity

Category: R & D - Oslo Manual

Marketing includes activities in connection with the launching of a technologically new or improved product. These may include preliminary market research, market tests and launch advertising, but will exclude the building of distribution networks to market innovations. Marketing is a TPP innovation activity when it is required for the implementation of a technologically new or improved product (or, more infrequently, a new process).  It is not a TPP innovation activity when it is undertaken for purely organisational innovation, for example a campaign to promote a firm's new structure and corporate image, or as part of other creative product improvement, for example publicity for the spring range of clothing, or to maintain market share for products which are essentially unchanged, for example soap powder.