M.D. Lytras et al. (Eds.): WSKS 2009, CCIS 49, pp. 366–376, 2009. © Springer-Verlag Berlin Heidelberg 2009 Success Factors in IT-Innovative Product Companies: A Conceptual Framework Enric Serradell-López 1 , Ana Isabel Jiménez-Zarco 1 , and Maria Pilar Martínez-Ruiz 2 1 Department of Business Sciences, Open University of Catalonia eserradell@uoc.edu, ajimenezz@uoc.edu 2 Marketing and Market Research Department, Universidad de Castilla-La Mancha MariaPilar.Martinez@uclm.es Abstract. The purpose of this paper is to explore the role that Information Technologies (ITs) play in product innovation processes, both as an element that strengthens marketing processes making possible consumer integration within the innovation framework, as well as the development of the organiza- tional learning process. There are two main uses of ITs in marketing processes. First, they increase the likelihood and efficiency of communication and coop- erative relationships between different agents, both inside and outside the organization. Second, they manage market data correctly, prioritizing its acqui- sition, storage and dissemination throughout the company, thereby developing market intelligence that can be used in the decision-making process. Keywords: product innovation process, consumer integration, cooperative relationships. 1 Introduction In a new era in the business environment, organizations must respond quickly and efficiently to market fluctuations. In order to increase their productivity and competi- tiveness in the long term [20], [34] organizations are characterized by: i) the devel- opment of an organizational culture oriented towards the customer, learning, and innovation; ii) the intensive use of Information and Communication Technologies (ITs); iii) the establishment of dynamic and flexible structures; iv) specialization in core business activities; and v) the integration of different agents in the value chain – through the creation of multiple, close cooperative relationships [31]. In this new competitive landscape, marketing acquires a special relevance [1]. So, as a a global and interactive process that extends to all departments and functions in the company, marketing makes possible: (i) the construction and maintenance of sta- ble relationships with different agents –both within and outwith the organization [9], and (ii) the correct management of market information favouring its diffusion and use in the decision making process [11]. In line with the factors highlighted above, Wei and Morgan [37], recognise product innovation as being the third key factor for organizational success. The development of new products allows the company to access new markets, or strengthen their competitive position in existing ones – with focus on increasing customer satisfaction and loyalty [4].