Innovation Perception From A Customer Perspective
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Innovation Perception From A Customer Perspective
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Author : Dennis Vogt
language : en
Publisher:
Release Date : 2013
Innovation Perception From A Customer Perspective written by Dennis Vogt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
Jedes Jahr investieren Unternehmen Milliarden von Dollar in die Entwicklung von Innovationen, mit dem Ziel neue Märkte zu erschliessen und zukünftige Umsätze zu sichern. Obwohl die meisten dieser Innovationen bestehenden Produkten technisch und funktionsmässig deutlich überlegen sind, scheitert die Mehrheit von ihnen am Markt. Dies ist überraschend, wurden sie doch von den klügsten Köpfen der Welt entwickelt. Der Grund für das Scheitern der meisten Innovationen liegt darin begründet, dass am Ende des Tages der Kunde über den Erfolg oder Misserfolg von Innovationen entscheidet. Experten und Kunden haben jedoch eine sehr unterschiedliche Sicht auf Innovationen. Während Experten ihr Augenmerk vor allem auf technische und funktionale Aspekte legen, beschäftigen sich Kunden in erster Linie mit den positiven oder negativen Erlebnissen, die Innovationen bieten. Um also die Erfolgsaussichten von Innovationen zu steigern, ist es notwendig tief in die Psyche der Kunden einzutauchen und ein fundiertes Verständnis dafür zu entwickeln, wie genau Eindrücke von Innovationen entstehen und warum sich Kunden schliesslich für oder gegen eine bestimmte Innovation entscheiden. Hier setzt die vorliegende Dissertation an und führt eine umfassende Untersuchung der Wahrnehmung von Innovationen durch.
Marketing And Innovation Management
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Author : Elie Ofek
language : en
Publisher: Now Publishers Inc
Release Date : 2010
Marketing And Innovation Management written by Elie Ofek and has been published by Now Publishers Inc this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
It would be difficult to find a CEO today that would not rank "innovation" as one of the top means by which a firm can sustain growth and survive a harsh competitive environment. However, it is unlikely that many CEOs would place "Marketing" as one of the top functions in charge of formulating innovation strategy or ensuring the success of an innovation initiative. Marketing and Innovation Management discusses why marketing has been perceived as being less relevant for innovation strategy and explains how this can be remedied. Recent work by marketing scholars holds the promise of an increased marketing impact on innovation decision-making. Marketing and Innovation Management reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services. Marketing's role in innovation management can be reinforced by shifting marketing input to innovation and by moving the focus away from quantifying consumer input through surveys and toward uncovering qualitative insights by engaging and observing consumers. This monograph addresses the topic of understanding customer adoption and the diffusion of innovations. The authors review recent developments and demonstrate how marketing concepts and frameworks fit with and enrich those proposed in other disciplines. Finally, Marketing and Innovation Management examines the launch of innovation into the marketplace and how recent trends are changing how marketers approach this critical task. Marketing and Innovation Management provides an understanding of what marketing can bring to the table when it comes to setting innovation strategy and proposes a way to approach research in this domain so that it has the intended effect of helping firms integrate the customer perspective.
Key Success Factors Of New Products Product Innovations
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Author : Raffaele Aledda
language : en
Publisher: GRIN Verlag
Release Date : 2010-10-20
Key Success Factors Of New Products Product Innovations written by Raffaele Aledda and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-20 with Business & Economics categories.
Bachelor Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, International University of Applied Sciences, language: English, abstract: The new information age has seen an impressive shift to global markets and cross-border competition, resulting in customers increased expectations for higher quality products, competitive prices and better and faster services. Hence, companies aiming at striving success are focussing more and more on generating fast, innovative, and efficient solutions to satisfy customers’ expectations and to create value for shareholder. In view of that, the quest for new products capable to bestow the company with the differential advantage to position itself against its competitors has never been more critical than ever before. However, although innovations are generally seen as the engine of growth, only a small number survive the first year and generate significant value for shareholders. Thus, managers all around the world are keen to identify key factors of success to reduce uncertainty in the new product development process. Yet, history teaches us that product innovation is a complex and dynamic process whose success is difficult to measure, to forecast and which call for talented managers capable to identify and harmonize an array of exogenous, endogenous and consumer perception factors of success simultaneously. Most notably, consumers perception is difficult to map and far more complex to manage. Only new products and innovations that timely offer superior and unique benefits that are perceived as such by customers are marketable and sustainable in the long run and thus generate value for shareholders.
Perspectives In Marketing Innovation And Strategy
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Author : Philip Kotler
language : en
Publisher: Taylor & Francis
Release Date : 2023-09-29
Perspectives In Marketing Innovation And Strategy written by Philip Kotler and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-29 with Business & Economics categories.
This book provides guidelines for the pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement innovative strategies in various industries. Practical and actionable guidance is key to achieving high standards of strategic marketing across different organizations. This book offers a comprehensive overview of the application of diverse tools and strategic practices in the finance, e- commerce, fashion, entertainment and tourism industries, among others. It provides deep insights into consumer behaviour through extensive research and analysis in different sectors of business, especially during the COVID- 19 pandemic, as well as industry perspectives on shifts in consumption practices. It assesses buying behaviour and trends, demographic classifications, operational practices and the integration of technology in marketing and strategy. Part of the Contemporary Management Practices series, this book will be useful to practicing managers, researchers and students who are interested in marketing, business studies, management studies, innovation and business strategy and communications.
The Interplay Of Customer And Product Innovation Dynamics
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Author : Jonathan Bohlmann
language : en
Publisher:
Release Date : 2011
The Interplay Of Customer And Product Innovation Dynamics written by Jonathan Bohlmann and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
The challenges of successfully developing radical or really new products have received considerable attention from a variety of marketing, strategic, and organizational perspectives. Previous research has stressed the importance of a market-driven customer orientation, the resolution of market and technological uncertainty, and organizational processes such as cross-functional teams and organizational learning. However, several fundamental issues have not been addressed. From a customer's perspective, a more innovative product tends to have uncertain benefits and requires customers to learn new behaviors. Customer preferences can therefore change as product experience and learning increase. From a firm's perspective, it is unclear how to be customer oriented under such dynamic preferences, and product strategies using evolving technologies will tend to interact with how customers learn about an innovation. This research focuses on identifying unresolved issues about these customer and product innovation dynamics. A conceptual framework and series of propositions are presented that relate both changing technology and customer learning to a firm's strategic decisions in developing and launching really new products. The framework is based on in-depth interviews with high-tech product managers across several sectors, focusing on the business-to-business context. The propositions resulting from the framework highlight the need to consider relevant customer dynamics as integral to a firm's product innovation process. Successful innovation strategies and future research challenges are discussed, and applications to better understanding customer needs and theories of disruptive innovation are examined. Several key insights for innovation success hinge on a broad, downstream orientation to customer needs and product innovation dynamics. To be effective innovators, firms must know their customers' customers and competitors as well as or better than their immediate customers do. Market research must extend downstream for a comprehensive understanding of customer needs dynamics. In the context of disruptive innovation, new dimensions of customer needs may become more valuable based on perceived downstream customer trends. Firms may also innovate on secondary needs because mainstream customers do not always give firms the design freedom to radically innovate on primary features. Understanding customer commitments and how they develop under evolving needs can help firms focus resources on innovative efforts more likely to be accepted by customers.
The Satisfaction Of Change
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Author : Manlio Del Giudice
language : en
Publisher: Springer
Release Date : 2016-11-04
The Satisfaction Of Change written by Manlio Del Giudice and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-04 with Business & Economics categories.
This book analyzes the impact of the digital economy on customer satisfaction, shopping experience, resistance to change, script theory, and loyalty. The model introduced assumes that online markets have led to a redefinition of the concepts of loyalty and shopping scripts as a way to reduce customers’ cognitive effort, by optimizing purchase time and increasing the speed and satisfaction of the shopping experience. It describes the utility function of the script by retaining customer loyalty and making the customer more reluctant to abandon his regular supplier. It also explores the difficulty faced by the higher churn rate on the Internet and the minimization of search costs, by integrating more functionality to achieve the ultimate goal of behavioral and cognitive loyalty. The authors provide an analysis in a "digital" view of the economic theory of switching costs and the resulting lock-in mechanisms which, in a classical economy, are often a barrier to disloyalty. It is a useful and effective tool for online businesses, their main managerial and strategic implications, and the adaptability to existing contexts.
Key Success Factors Of New Products Product Innovations
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Author : Raffaele Aledda
language : en
Publisher: GRIN Verlag
Release Date : 2010-10
Key Success Factors Of New Products Product Innovations written by Raffaele Aledda and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10 with Business & Economics categories.
Bachelor Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, International University of Applied Sciences Bad Honnef - Bonn, language: English, abstract: The new information age has seen an impressive shift to global markets and cross-border competition, resulting in customers increased expectations for higher quality products, competitive prices and better and faster services. Hence, companies aiming at striving success are focussing more and more on generating fast, innovative, and efficient solutions to satisfy customers' expectations and to create value for shareholder. In view of that, the quest for new products capable to bestow the company with the differential advantage to position itself against its competitors has never been more critical than ever before. However, although innovations are generally seen as the engine of growth, only a small number survive the first year and generate significant value for shareholders. Thus, managers all around the world are keen to identify key factors of success to reduce uncertainty in the new product development process. Yet, history teaches us that product innovation is a complex and dynamic process whose success is difficult to measure, to forecast and which call for talented managers capable to identify and harmonize an array of exogenous, endogenous and consumer perception factors of success simultaneously. Most notably, consumers perception is difficult to map and far more complex to manage. Only new products and innovations that timely offer superior and unique benefits that are perceived as such by customers are marketable and sustainable in the long run and thus generate value for shareholders.
Competition Strategy And Innovation
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Author : Rafał Śliwiński
language : en
Publisher: Routledge
Release Date : 2021-11-29
Competition Strategy And Innovation written by Rafał Śliwiński and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-29 with Business & Economics categories.
Understanding the latest trends and technologies and their impact on enterprises, organizations or state administrations is essential to successfully develop a business in the age of Industry 4.0. This book presents a unique selection of topics and offers the reader an understanding of the implications of the newest technologies such as Artificial Intelligence (AI), Internet of Things (IoT), Augmented Reality (AR) and new trends like social media and sustainable competitiveness in business. It presents the impact of the newest trends on businesses, consumers, and the result on the economy. Contributions showcase the technical perspective of new technologies and provides an innovative and enriching perspective on the implementation of AI in e-commerce and the developmental barriers it can create, modern social media usage in enterprises, the newest trends in innovation management, sustainable competitiveness in the business context, the influence and effect of augmented reality, and the privacy problem of Internet of Things to consumers. This book illustrates how to develop innovation cooperation between business, academia and public institutions through the example of biopharmaceutical industry. It will be of value to researchers, academics, professionals, and students in the fields of economics, management, international business.
Innovation Management
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Author : Vida Škudienė
language : en
Publisher: Edward Elgar Publishing
Release Date : 2020-02-28
Innovation Management written by Vida Škudienė and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-28 with Business & Economics categories.
Offering a conceptual framework that integrates strategy, product, process and human resource research, this timely book interrogates these four critical and interrelated areas of innovation management. Chapters examine new insights into the latest trends in the field, providing a holistic view into key management strategies that benefit both up-and-coming and established businesses.
Customer Satisfaction And Sustainability Initiatives In The Fourth Industrial Revolution
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Author : Silvestri, Cecilia
language : en
Publisher: IGI Global
Release Date : 2019-11-15
Customer Satisfaction And Sustainability Initiatives In The Fourth Industrial Revolution written by Silvestri, Cecilia and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-15 with Business & Economics categories.
A well-planned marketing orientation strategy that keeps customers informed is the first step to building a long-term relationship with customers and providing them with appropriate incentives. The difficulty with providing a winning strategy in a highly competitive market, however, stems from responding to the specific needs of the customers. Customer Satisfaction and Sustainability Initiatives in the Fourth Industrial Revolution is an essential reference source that links together three highly relevant topics in the business of modern economy—innovation, customer satisfaction, and sustainability—and analyzes their synergies. Featuring research on topics such as e-business, global business, and sustainable innovation, this book is ideally designed for business consultants, managers, customer service representatives, entrepreneurs, academicians, researchers, and students seeking coverage on directing sustainable companies.