6533b861fe1ef96bd12c4a61
RESEARCH PRODUCT
PURSUING A CUSTOMER-DRIVEN APPROACH FOR INNOVATION AND MARKETING EXCELLENCE
Dumitrescu LuigiStanciu OanaTichindelean MihaiVinerean Simonasubject
marketing research innovation disruptive technology customer-driven approach customer valuedescription
Nowadays, innovation goes so much further than merely products. In order to thrive in this extremely competitive business environment a company needs to innovate its technologies, its business strategies, its business models, and by innovating in research. It is also about reinventing or building new markets in order to meet, satisfy and delight untapped consumer needs, wants, and desires. However, considering the new opportunities and threats that Internet, globalization, and hypercompetition have on an organization’s activity regarding selecting and executing the right ideas, right products, and delivering them through the right channels in record time, at the right prices, while promoting them through all the relevant and right communication channels to the target market.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2011-01-01 | Studies in Business and Economics |