Abstract
While CoPS literature extensively covers how suppliers use modularity and systems integration to innovate, it fails at providing insights on the marketing and sales processes supporting innovation. We aim to contribute at filling this gap by comparing the contrasted approaches developed by two suppliers to integrate an innovative sustainable demand related to a tramway project. Based on analytical grid derived from CoPS, project marketing and solutions literature, our in-depth case analysis enables to propose a preliminary model for the co-development of innovative projects in CoPS activities. Our findings capitalize on these complementary research streams and contribute an integrated model of the marketing and sales processes supporting CoPS innovation.