Studia i Prace WNEiZ US

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia i Prace WNEiZ


ISSN: 2450-7733     eISSN: 2300-4096    OAI    DOI: 10.18276/sip.2017.48/3-05
CC BY-SA   Open Access 

Issue archive / nr 48/3 2017
Rozwój innowacji produktowych. Rola konsumenta
(The development of product innovations in terms of marketing)

Authors: Anna Szwajlik
Uniwersytet Szczeciński
Keywords: new product development process consumer marketing
Data publikacji całości:2017
Page range:12 (61-72)
Klasyfikacja JEL: L14 L86 O31
Cited-by (Crossref) ?:

Abstract

The article presents marketing involvement in the innovative product development process. From this perspective a customer is the key element justifying marketing commitment. A customer becomes a binder for two key areas, R&D and marketing. Both departments should consolidate their efforts to understand innovative product buyer requirements. In order to increase customer’s degree of acceptance, it is important to enable their involvement in all process stages and in close co-operation with the above-mentioned departments. To make it more effective, marketing departments competences in the areas of innovation management should be increased.
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