The analyses of marketing strategies for innovations

• Autorzy: Kharchuk V. , Kendzor I. , Petryshyn N.
• Języki publikacji: EN

Abstrakty

EN

Nowadays, innovations are necessary conditions for enterprise sustainable development. Moreover marketing strategy is the crucial element of ensures diffusion of innovation. The purpose of marketing strategy is to conduct market analyze, segment the market, develop marketing approach, right product portfolio and finally marketing plan. This article highlights the comprehensive role of marketing strategies for innovations. The results show, that marketing analyze for marketing strategy enables enterprises to go beyond the solely understanding of customer needs, thus enabling them to develop unexpected innovations. Marketing strategies also help companies to overcome barriers, associated with innovation commercialization. At the same time innovations can be a trigger for new marketing methods and instruments.

Słowa kluczowe

EN

innovations; marketing strategy

• Wydawca: Polish Academy of Sciences, Branch in Lublin
• Czasopismo: ECONTECHMOD : An International Quarterly Journal on Economics of Technology and Modelling Processes
• Rocznik: 2014
• Tom: Vol. 3, No 1
• Strony: 49--54
• Opis fizyczny: Bibliogr. 26 poz., rys., tab.

Twórcy

autor

Kharchuk V.

• Department of management and international business, Lviv Polytechnic National University

autor

Kendzor I.

• Department of Business, Furtwangen University

autor

Petryshyn N.

• Department of foreign economic and customs activity, Lviv Polytechnic National University 79013, Lviv, Bandery st. 12

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