INFLUENCE OF SELECTED TOOLS OF CONCURRENT INNOVATION PROCESS ON MARKETING ACTIVITIES IN B2B ENVIRONMENT
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
At current speed of introduction of new products it is necessary to plan all parts of product lifecycle (design, production, marketing, sales, service and recycling) already during the actual product development. This approach called concurrent engineering allows to significantly reduce time to product implementation in the market. One of the preconditions of successful product introduction is management of technical risks, which provides for timely fulfilment of defined project deliverables. Another aspect of concurrent engineering system are product roadmaps, which help to establish direction and strategy innovation process. Both elements, management of technical risks and product roadmaps, may at specific conditions distinctively influence main activities of marketing in B2B environment. In order to obtain a positive result from these marketing activities an interaction of product development, marketing and sales is inevitable. Outcome of such interaction is consensus about definition of time, technology and financial parameters of future projects and degree of preferred customer involvement. This article deals with opportunities and abilities of industrial companies to use selected tools of concurrent innovation process to determine successful marketing and innovation strategy.
Authors and Affiliations
Jaromíra Vaňová, Miloš Čambál, Martin Krajčovič
Keywords
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