Launching the product innovation to a market: case study from a dairy industry
Mayorov, Mikhail (2013)
Diplomityö
2013
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe201308194273
https://urn.fi/URN:NBN:fi-fe201308194273
Tiivistelmä
In the environment of ever-changing needs of customers, technologies and
competitors, the survival of the company depends on how well it researches,
develops and implements new products to the market. The need for development
of new products relates to many factors: globalization, international competition
which is now underway on a global scale, scientific advances and development of
production, changes in consumer preferences and consumer behavior. In this
study the focus is on the company form a dairy products industry. This study is
aimed to defining the role of product innovation launch strategy in an overall
enterprise strategy, and to select the optimal combination of its marketing tools.
The main purpose of this study is to determine place and the role of innovative
marketing based in the innovation process, and to determine launch and
positioning strategies in the general concept of an innovative product. The object
of the study is the Russian enterprise, which is aimed to achieve a competitive
advantage through the continuous production of new products, upgrade existing
ones and improve innovation management practices. Research showed that the
differentiation strategy is suitable for launching the dairy industry product
innovation to a market.
competitors, the survival of the company depends on how well it researches,
develops and implements new products to the market. The need for development
of new products relates to many factors: globalization, international competition
which is now underway on a global scale, scientific advances and development of
production, changes in consumer preferences and consumer behavior. In this
study the focus is on the company form a dairy products industry. This study is
aimed to defining the role of product innovation launch strategy in an overall
enterprise strategy, and to select the optimal combination of its marketing tools.
The main purpose of this study is to determine place and the role of innovative
marketing based in the innovation process, and to determine launch and
positioning strategies in the general concept of an innovative product. The object
of the study is the Russian enterprise, which is aimed to achieve a competitive
advantage through the continuous production of new products, upgrade existing
ones and improve innovation management practices. Research showed that the
differentiation strategy is suitable for launching the dairy industry product
innovation to a market.