Innovative companies! Innovation, marketing and strategy : A case study on four companies

ISBN-13: 9783659930362 / Angielski / Miękka / 2016 / 144 str.

Mathias Malmgren; Yanyan Liu

Opis

In a global economy greater attention must be given to an amount of innovative companies in the manufacturing of products and in providing services. Innovative companies must be able to learn in order to survive in today's increasingly fierce competitive environment. Innovations play an important role and need a proper environment that provides knowledge, supportive interaction and incentive structures to become successful. Creating world-beating product concepts is of value only if you can bring them to market successfully. To focus a product innovation process around business objectives and plans allows companies to create and evaluate a strategic positioning. Our approach to study innovations is threefold: Figure out different innovations. An in-depth understanding for how to bringing revolutionary new products to market. Generalize a host of product concepts spanning innovations in strategic positioning. In the conclusion we generalize what kind of innovation, marketing method and strategic positioning the four studied case companies employ. At the final section we suggest a theory model for companies with innovations.

O autorze

The main author has a keen interest for innovation, technology and entrepreneurship. While working with international marketing and sales of innovative technical products an idea of a model on how to deal with innovations from a managerial perspective emerged. This eventually led to this study when the authors met at Linkoping University, Sweden.