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Structural marketing innovation conflict analysis and support

Szapiro T., Matysiewicz J.

Control and Cybernetics

2001

Vol. 30, no 2

203-225

The aim of this analysis is to draw conclusions from the consideration of the transformation of Polish economy from a command to a market driven one on the basis of results from innovation theory. As the starting point it is assumed that welfare is related to market economy with a considerable number of private and privatised companies. It will be further explained that these companies have to be innovative so as to be successful. The most visible innovation is related to the introduction of marketing units in companies. This, however, implies coping with two generic types of marketing conflicts. The first one is the structural marketing conflict: it results from the internal conflicting objectives. The second one is the marketing implementation problem: it results from the resistance attitudes. The model describing structural conflicts is presented in the paper. It is explained hope the model allows the use of existing computer software to support managers.