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JOURNAL OF THE ACADEMY OF MARKETING SCIENCERoy et al. / INNOVATION GENERA10.1177/0092070303255470 TION ARTICLE WINTER 2004 Innovation Generation in Supply Chain Relationships: A Conceptual Model and Research Propositions Subroto Roy University of New Haven K. Sivakumar Lehigh University Ian F. Wilkinson University of New South Wales, Australia Innovation generation has increasingly been recognized How are innovations generated in organizations, and as an outcome of interaction between a firm and various who generates these innovations? For several decades, outside entities. According to this view, supplier involve- researchers and managers have asked and attempted to ment and alliances are routes to innovation generation. answer these important questions. Recently, a number of Despite this realization, there is a dearth of research, both scholars have challenged the conventional notion that conceptual and empirical, focusing on innovation genera- innovations in supply chain contexts originate from the tion in buyer-seller relationships in supply chains. In an buyer alone (Hakansson 1987; von Hippel 1987, 1988). In attempt to fill this void, this article develops a conceptual a complex technological era, innovation generation is model of innovation generation in buyer-seller relation- increasingly viewed as a multidisciplinary activity span- ships in upstream supply chains. The authors propose that ning a multiplicity of organizations, circumstances, and innovation generation in supply chain relationships, both settings (Hakansson 1987;