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Dissertations / Theses on the topic 'Innovation in marketing'

Author: Grafiati

Published: 28 May 2022

Last updated: 30 July 2025

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1

Wang, Shu. "What Motivates Marketing Innovation and Whether Marketing Innovation Varies across Industry Sectors." Thesis, Université d'Ottawa / University of Ottawa, 2015. http://hdl.handle.net/10393/33008.

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Innovativeness is one of the fundamental instruments of growth strategies that provide companies with a competitive edge. Only a few recent studies have examined marketing innovation and the factors that might encourage its adoption. This study investigates the factors that motivate marketing innovation and examines whether the occurrence of marketing innovation varies across industry sectors. This study uses data from surveys and a nationwide census conducted by Statistics Canada. They include: the Survey of Innovation and Business Strategies (SIBS) 2009, the Survey of Innovation and Business

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2

Мельник, Леонід Григорович, Леонид Григорьевич Мельник, Leonid Hryhorovych Melnyk, Ірина Борисівна Дегтярьова, Ирина Борисовна Дегтярева, and Iryna Borysivna Dehtiarova. "Synergetic effects of innovation marketing." Thesis, Видавництво СумДУ, 2012. http://essuir.sumdu.edu.ua/handle/123456789/26647.

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3

Petrová, Eva. "Marketing inovácií." Doctoral thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-110441.

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The gross domestic product (GDP), as a basic measure of a country's domestic economic output is a product of the size of the labour force and its efficiency. Its result is a combination of two immediate factors: utilization of labour and productivity of labour. Productivity is the most relevant in the long run and the key to sustainable economic growth, while innovation is the central factor of productivity growth. Assessing the innovative performance of a country, as well as explaining it, goes a long way in understanding the dynamics of its productivity, hence its prospects for long term eco

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4

Таранюк, Леонід Миколайович, Леонид Николаевич Таранюк, Leonid Mykolaiovych Taraniuk, and Mahapatro Gourango. "Innovation in marketing of Tata motors." Thesis, Tkachov O.O, 2016. http://essuir.sumdu.edu.ua/handle/123456789/47098.

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Tata Motors Limited (formerly TELCO, short for Tata Engineering and Locomotive Company) is an Indian multinational automotive manufacturing company headquartered in Mumbai, Maharashtra, India, and a subsidiary of the Tata Group. Its products include passenger cars, trucks, vans, coaches, buses, construction equipment and military vehicles. It is the world's 5th-largest motor vehicle manufacturing company, fourth-largest truck manufacturer, and second-largest bus manufacturer by volume.

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Thwaites, Desmond. "Innovation and marketing practices in UK building societies." Thesis, University of Bradford, 1990. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.316653.

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6

Silva, João Pedro Ferreira da. "Marketing e empreendedorismo: uma relação umbilical." Master's thesis, Universidade de Évora, 2012. http://hdl.handle.net/10174/14936.

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Este relatório, ao constatar a diferente aplicabilidade dos conhecimentos e utensílios de marketing, devido às empresas maduras e de maior dimensão desfrutarem de recursos que os empreendedores e gestores de pequenas empresas não possuem, tem como objetivo, baseado na experiencia profissional do autor e respetivo enquadramento teórico e científico, caracterizar a relação entre o marketing e o empreendedorismo, permitindo uma melhor compreensão das alternativas existentes para os empreendedores e gestores de pequenas empresas, além de uma identificação dos seus comportamentos e atitudes mais re

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7

Okten, D. "Enabling marketing and innovation capability in the digital economy." Thesis, Bournemouth University, 2013. http://eprints.bournemouth.ac.uk/21077/.

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The present study examines the impact of marketing capabilities through a network perspective on innovative capabilities and firm performance. The market orientation and the resource-based view that underpin marketing capabilities have mainly treated marketing as internal capability of the firm. As firms are increasingly inter-connected and part of a business networks, a firm’s marketing capabilities need to be examined beyond a single firm. But, to date, no study has yet examined a firm's marketing capabilities from a network perspective in order to understand their influence on innovative ca

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8

Harrigan, Paul. "Technological innovation in marketing : E-CRM in Irish SMEs." Thesis, University of Ulster, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.529534.

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9

Wiles, Michael A. "Two essays on the paradoxes of innovation." [Bloomington, Ind.] : Indiana University, 2008. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3331246.

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Thesis (Ph.D.)--Indiana University, Kelley School of Business, 2008.<br>Title from home page (viewed on Jul 23, 2009). Source: Dissertation Abstracts International, Volume: 69-11, Section: A, page: 4420. Adviser: Neil Morgan.

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10

Slim, épouse Kilani Hekma. "Le nouveau consommateur : une source d'enrichissement aux entreprises pour le développement de nouveaux produits ou services ?" Thesis, Paris 13, 2014. http://www.theses.fr/2014PA131004.

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La présente thèse s’est intéressée à la modélisation de la co-création de produit et de service dans un contexte de collaboration des entreprises et des consommateurs.Dans le processus d’innovation, le modèle démontre l’intérêt de la prise en compte des 11 variables facilitatrices. Notamment, la gestion des connaissances et les catégories de consommateurs. Après un état de l’art sur la littérature, une phase qualitative a permis d’enrichir le cadre théorique et une expérimentation a été mise en oeuvre auprès de 230 entreprises innovantes. L’analyse quantitative des données a permis la validati

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11

Wolf, Kai Henning. "Marketing für Innovationen in der Automobilindustrie : der Pioniervorteil und die Bedeutung des Marketings neben der reinen Innovationsleistung in einem reifen, wettbewerbsintensiven Markt /." Aachen : Shaker, 2008. http://d-nb.info/991495497/04.

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12

Ingram, Phyllis. "Leather innovation : a study of fishskin." Thesis, Manchester Metropolitan University, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.259526.

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This research established that fishskin leather is still in the introductory stage of its product life cycle, in spite of the fact that the leather has been in existence for more than 200 years. The reasons why such an innovative product did not have more widespread prestige were studied. It was found that a critical factor was a need for a change in attitude about the leather by both manufacturers and consumers. Further, there appeared to be little activity directed towards overcoming the observed negative image of a product made from the skin of fish, which could be improved by more effectiv

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13

El-Sayed, Ismail Mohamed. "An Interpretive and Postulational Model for Perception and Adoption of Innovation." Thesis, North Texas State University, 1986. https://digital.library.unt.edu/ark:/67531/metadc330962/.

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The problem with which this research is dealing is the lack of any explanatory model which explains both the perception and the adoption of new products. One objective of this study is to advance a new conceptual framework concerning both the perception and the adoption of new products. The second objective of this study is to evaluate this new framework theoretically and empirically. Bunge's evaluative criteria are used to evaluate the new model theoretically while Hunter, Schmidt, and Jackson's meta-analysis technique is used to evaluate the model empirically. An extensive review of literatu

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14

Sawunda, Hannadige Sanvida Vishani, and Dona Kithmini Chiranthini Weerasinghe. "Factors Influencing Innovation Capacity of Regional Innovation Hubs." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-35135.

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Title: Factors Influencing Innovation Capacity of Regional Innovation Hubs Authors: Sanvida Vishani Sawunda Hannadige & Dona Kithmini Chiranthini Weerasinghe Supervisor: Ehsanul Huda Chowdhury Examiner: Maria Fregidou-Malama Date: 28- Jan- 2021 Aim: This study aims to identify the factors influencing innovation capacity of innovation hubs and explore how innovation hubs influence regional innovation process. Methodology: This is a qualitative study which follows the inductive approach and the strategy of multiple case study. Primary data were collected through semi-structured intervie

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15

Courquin, Claire. "Contribution a la maitrise de la diffusion d'une innovation technologique : proposition d'une méthode intégrée de conception et de lancement de procédés et produits nouveaux à contenu technologique." Vandoeuvre-les-Nancy, INPL, 1992. http://www.theses.fr/1992INPL105N.

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La difficulté de réussite pour toute entreprise se lançant dans l'innovation technologique est grande. Beaucoup d'échecs sont liés à des problèmes d'ordre marketing et stratégique. C'est pourquoi une équipe de recherche de l'UFR GSI centre ses travaux sur la mise en place de solutions concrètes pour résoudre ces difficultés. Parmi les solutions envisagées, nous proposons ici une nouvelle méthode pratique et qualitative pour répondre au problème précis de marketing du processus d'innovation technologique de divers porteurs de projets. Cette méthode a pour objectif de permettre une meilleure mai

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16

Mukherjee, Ashesh. "The effect of novel attributes on product evaluation : explaining consumer resistance to technological innovation /." Digital version accessible at:, 1998. http://wwwlib.umi.com/cr/utexas/main.

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17

Sun, Hongqing [Verfasser]. "CKM-Embedded Innovation Marketing as Success Driver for Product Innovation: : Theoretical Framework and Empirical Research / Hongqing Sun." Aachen : Shaker, 2011. http://d-nb.info/1081886978/34.

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18

Desbordes, Michel. "Diffusion des matériaux, changement technologique et innovation : analyse et étude de cas dans l'industrie du sport instrumenté." Strasbourg 1, 1998. http://www.theses.fr/1998STR1EC06.

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La diffusion des matériaux constitue la clé de voute du système technologique sur lequel est base l'industrie du sport instrumente (ski, cycle, nautisme). Ceux-ci rendent en effet possible l'amélioration des produits existants, tout en créant de nouvelles activités l'auteur sollicite tout d’abord des champs théoriques varies pour préciser le concept de diffusion (économie industrielle, sciences de gestion, marketing, sociologie, ethnologie des objets) ii souligne ensuite les spécificités et les contraintes inhérentes a l'industrie du sport : celle-ci se révèle complexe, ce qui nécessite une mé

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19

Lee, Geunhee. "MODELING CONSUMERS' CO-CREATION IN TOURISM INNOVATION." Diss., Temple University Libraries, 2012. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/179190.

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Tourism and Sport<br>Ph.D.<br>The primary purpose of this study is two-fold. First, this study proposes a model to explain the factors predicting consumers' intention to co-create based on the theory of planned behavior. More specifically, this study investigates how perceived benefits, perceived costs, subjective norms, and ability to co-create influence consumers' behavioral intentions toward tourism co-creation. Second, this study seeks to examine differences in the relationships among different constructs in the models in accordance with different contextual settings. To gain a richer unde

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20

Chen, Bo. "Seeking creative solutions in marketing : three essays on enhancing the creativity of companies and their customers." Thesis, Cergy-Pontoise, Ecole supérieure des sciences économiques et commerciales, 2016. http://www.theses.fr/2016ESEC0007.

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Cette thèse en trois essais s’appuie sur la recherche en cognition créatrice (« creative cognition ») (e.g., Finke, Ward, et Smith, 1992; Ward, 1998), avec pour objectif d’étudier la possibilité pour les entreprises d’engendrer plus efficacement de nouvelles idées créatives en s’appropriant les (nouveaux) outils et stratégies de marketing. Le premier essai résume les nombreuses études ayant trait à la créativité et propose un nouveau cadre, basé sur l’offre et la demande en matière de créativité dans le marketing, qui se veut un support pratique à la prise de décisions. Les essais 2 et 3 se pe

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21

Pinheiro, Luís Manuel Paredes. "Open innovation e a redescoberta da importância das relações Universidade Empresa: o caso paradigmático da Brisa." Dissertação, Faculdade de Economia da Universidade do Porto, 2008. http://hdl.handle.net/10216/13958.

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22

Pang, Xiaoshuang, and Yunpeng Qu. "Marketing Innovation Implementation : A case study of a Chinese Pharmaceutical Company." Thesis, University of Gävle, Department of Industrial Development, IT and Land Management, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-7468.

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<p>Innovation is becoming more and more important in modern society. There is a lot of research on different kinds of innovation. Marketing innovation is one kind of innovation that has not been studied frequently before. One useful definition of marketing innovation is new ways which companies can market themselves to potential or existing customers (Halpern, 2010). This thesis focuses on the implementation process of marketing innovation. The research questions are: Which elements will be helpful or obstructive to the implementation process of marketing innovation? How will these positive or

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23

Nikodemus, Paul. "Wissensmanagement und Innovation : Referenzmodellierung zur Prozessoptimierung im Business-to-Business-Marketing /." Göttingen : Cuvillier, 2005. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=013139750&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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24

Braga, Manuel Maria Godinho Vieira dos Reis. "Vegetables, an innovative nut: a marketing plan developed for PepsiCo Iberia." Master's thesis, NSBE - UNL, 2014. http://hdl.handle.net/10362/11831.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>Nowadays people have an increased concern with health and wellness. However, although this existent trend, some segments of the food industry as the Nuts & Seeds Market are not as well-explored as they can be in order to present more suitable solutions to fit consumers’ needs. Under these circumstances, and along with PepsiCo Iberia, the paper is focused on the launch of innovative vegetables in Spain to be traded as nuts in order to suit con

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Widehem, Caroline. "L'horticulture ornementale : stratégie d'entreprises et innovation technologique : l'exemple de la France." Paris 1, 1998. http://www.theses.fr/1998PA010079.

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Le secteur de l'horticulture ornementale est peu connu, les organismes de recherche, d'expérimentation et de développement ont beaucoup de difficultés à percevoir les besoins des horticulteurs français en matière d'innovation, donc a fortiori à y répondre or, l'innovation est très souvent définie comme une variable déterminante de la compétitivité des entreprises, de la mise en œuvre du progrès technique et du développement économique. Les études actuelles autour de l'économie de l'innovation et du changement technique sont souvent spécialisées dans le champ de l'économie industrielle, elles m

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Mitchell, Lorianne D., and Dana Harrison. "Greenwashing to Green Innovation in Automotives and Beyond." Digital Commons @ East Tennessee State University, 2012. http://ssrn.com/abstract=2409951.

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Recent industry reports evidence a marked increase in consumer interest in purchasing green automobiles (Hybrid Cars, 2011). With the introduction of the Escape Hybrid vehicle in 2004, Ford Motor Company made an indelible mark on the automobile industry as the first American automaker to produce a hybrid sport utility vehicle. In this paper, we examine how Ford emerged from a cloud of greenwashing allegations to become celebrated for its green practices.

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Jallouli, Chaâbouni Rim. "Innovation et orientation marché : cas des produits d'art." Corte, 2006. http://www.theses.fr/2006CORT2038.

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L’innovation est un processus complexe qui dépend des contextes internes et externes de l’entreprise. Son impact sur la performance organisationnelle n’est pas toujours positif. L’orientation du marché est un facteur de succès du processus de l’innovation. Mais est ce pour toutes les organisations ? Le secteur de l’art, qui est supposé le cas le moins évident pour ce rôle, est étudié dans le cadre de cette recherche. La participation dans un atelier de peinture artistique suivie d’une enquête montre que l’orientation marché joue un rôle modérateur important sur l’impact de l’innovation au nive

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Hunter, Susan M. "APPLYING SOCIAL MARKETING AND DIFFUSION OF INNOVATION THEORIES: AN ANALYSIS OF THE MARKETING AND COMMUNICATION ACTIVITES OF PERFORMING ARTS ORGANIZATIONS." University of Akron / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=akron1195054868.

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29

Venkataramani, Sangeetha. "Embedded Relations and Marketing Capabilities." Diss., The University of Arizona, 2015. http://hdl.handle.net/10150/565890.

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This dissertation explores the role of capacities of different sets of actors and examines some of the consequences of realization of these capacities. Specifically, the two outcomes examined in this dissertation are coopetition, which is simultaneous cooperation and competition, and innovation. This research uses different contexts and multiple methods to understand and explore the role of capacities in varied outcomes. The first essay examines the effect of actor capacities on coopetition. It looks at cosmetics salespeople in department stores that are embedded in relations with the store an

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Reis, Leite Emilene. "Addressing Eco-friendliness as a Marketing Strategy: An investigation in the car industry : MBA-thesis in marketing." Thesis, University of Gävle, Faculty of Education and Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6770.

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<p><p><strong>Research Questions:</strong> Environmental consideration has influenced managerial decisions and has required from firms to develop an organizational culture that focus on the environmental issues. Despite the importance of adopting a business philosophy that take into account the ecological concerns few studies have examined the relationship between market orientation and environmental practices. This thesis contributes to fill this gap by addressing the following questions: 1) Does the introduction of the environmental facilities help firms towards green innovation? 2) Is Green

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Schilcher, Jochen. "Hightech-spezifische Kunden-Unsicherheiten : Adaption technologischer Innovationen als Marketing-Herausforderung für Hightech-Ventures auf B-2-B Märkten /." [S.l.] : [s.n.], 2005. http://www.gbv.de/dms/zbw/503134392.pdf.

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Persson, Ridell Oscar. "Who is the Active Consumer? : Insight into Contemporary Innovation and Marketing Practices." Doctoral thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-198751.

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There are consumers who engage in innovation and who cocreate value together with other consumers, and with producers, in relation to products. This thesis has the purpose of exploring the nature of this ‘active consumer’ from a firm perspective, and thereby providing an answer to the thesis-level research question: ‘What are the implications of the active consumer on innovation and marketing practices?’ Four papers, drawing on research in the fields of consumer innovation and value cocreation, are presented that contain findings about the knowledge of the active consumer (Paper I), support (P

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Cascio, Robert P. "Marketing innovation and firm performance research model, research hypotheses, and managerial implications." Doctoral diss., University of Central Florida, 2011. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/4865.

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Further, these quantitative findings lend statistically and practically significant support for (1) the antecedent roles of marketing insight and marketing imagination, (2) the negative (as predicted) moderating role of product innovation radicalness, and (3) several specific inter-workings among the marketing-innovation spaces that that offer substantial research contributions to the marketing strategy literature for researchers and managers.; This research conceptualizes and develops a scale for the marketing innovation construct for the purpose of furthering research in marketing strategy.

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Mooney, Roxie. "Strategies Technology Development Marketing Leaders Used to Commercialize a New Product Innovation." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2671.

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Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify an

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RIZZO, Giuseppina. "UNDERSTANDING SUSTAINABLE INNOVATION ADOPTION IN THE FOOD SECTOR. THE PERSPECTIVES OF ENTREPRENEURS AND CONSUMERS." Doctoral thesis, Università degli Studi di Palermo, 2021. http://hdl.handle.net/10447/499476.

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In economic theory, innovation is a key tool for the growth of a company, allowing access to new markets and long-term sustainable development. Companies, driven by increased competition from global markets and unprecedented levels of interest in sustainable development practices, are seeking to implement more advanced sustainability practices and, at the same time, to maintain high-value products and services through innovation. Literature recognizes that companies adopting and developing innovations are more likely to thrive in highly competitive environments and that entrepreneurial figure,

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Fayo, Sicelo Nathaniel. "Innovation in post production stage of print Newspaper." Thesis, Nelson Mandela Metropolitan University, 2010. http://hdl.handle.net/10948/1544.

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Print newspapers in South Africa are the oldest formal mode of news and information dissemination but which has come under tremendous pressure with the advent and spread of technological innovation involving information communication infrastructure and processes, but specifically the internet. The main challenge facing print newspapers in terms of circulation growth of print and advertising revenue is speed to market. The internet has not only provided a new avenue for news and information dissemination but has the distinct advantage of tremendous speed to deliver news and information to reade

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Wuorimaa, Olivia, and Katharina Klimkeit. "Preferred Approaches of Industrial Marketing by Innovative Technology Firms to Enhance the Diffusion of Innovation in the Financial Industry." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-254321.

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This paper will discuss the challenges that arise in the business-to-business marketing process in the area of highly technological and innovative solutions. The authors will depict the processes that are involved in the business-to-business marketing approach and portray the challenges that arise due to a number of factors, such as trust, customer value and early adoption, when it comes to selling new technology and innovative solutions, and innovations overall, that companies nowadays need, but not necessarily want. The Diffusion of Innovation theory as well as the concept of Relationship Ma

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Radenko, Matić. "Primena marketing koncepta u timskim sportovima." Phd thesis, Univerzitet u Novom Sadu, Fakultet sporta i fizičkog vaspitanja u Novom Sadu, 2016. https://www.cris.uns.ac.rs/record.jsf?recordId=96076&source=NDLTD&language=en.

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Na uzorku od 118 ispitanika - raspoloţivih menadţera različitih nivoa u organizacionoj strukturi sportskih organizacija iz četiri izabrana kolektivna sporta (fudbal, ko&scaron;arka, rukomet i odbojka) u najvi&scaron;em rangu nacionalnih takmičenja, sprovedeno je ispitivanje relacija izmeĎu liderstva, organizacione kulture, resursa kojima sportske organizacije raspolaţu (ljudskih, materijalnih, finansijskih i informacionih), i podr&scaron;ke inovacijama za primenu marketing koncepta u timskim sportovima.Na osnovu saţimanja prethodno razmotrenih dosada&scaron;njih istraţivanja o relacijama marke

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Cubillas, Sonora, and Sonora Cubillas. "Agritourism, Value Co-Creation, & Marketing Innovation in the Sonoita-Elgin Wine Industry." Thesis, The University of Arizona, 2016. http://hdl.handle.net/10150/620987.

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Customers play an essential role in the growth and success of any business. Wineries and other agricultural-based enterprises that actively engage and/or involve customers in production and other central processes do so for reasons that transcend simple marketing strategies. This qualitative study explores the strategic potential of customer inclusion in the operations of locally and/or regionally-based agricultural enterprises vis-Ã -vis on-site tourist models. This exploration relies on the theoretical principles of value co-creation to identify and illustrate how agritourism enterprises can

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Yeoh, Chiar Chuen. "Product innovation learning in a small firm : a case study approach." Thesis, University of the West of England, Bristol, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.264622.

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Chang, Ai-Ying, and 張愛鸚. "Product Innovation in E-Marketing." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/70934385557309718095.

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碩士<br>大葉大學<br>事業經營研究所<br>92<br>The development of new products and merchandise are the successful of company survive at all. Also behalf the focus of compete with and competition advantage source. As new product administers in accordance with different degree “Technical Synergy”, “Marketing Proficiency”, “New Marketing Actuation Demanding Degree” and so on condition and proceeding adjust. The possibility of succeeding on new product development will become higher than before. Different product innovatory extent down, Deciding new product in E-marketing the success or fail whether have differen

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Lin, Yu-Ting, and 林育廷. "Establishing an Marketing Innovation Model." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/vf4t2k.

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碩士<br>國立虎尾科技大學<br>經營管理研究所<br>99<br>This study utilized the linear structure relation model (LISREL Model) to establish a marketing innovation model, and to figure out why and how those factors influence the marketing innovation for the future reference and application among either the academic institutions or the industries. Moreover, this study also examined with LISREL Model whether the marketing cost, sources of information, company sizes and employees’ competence have obvious impact on marketing innovation. Based on OECD and the domestic industrial structure, two industries including the m

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HUNG, TA-HSIANG, and 洪大翔. "Marketing Innovation: Its Antecedents and Impact on Marketing Performance." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/01780313683021651856.

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博士<br>國立中正大學<br>企業管理研究所<br>101<br>Many researchers have examined the impact of “innovation” and other “innovation” related factors on firm performance. This study explored the drivers of innovativeness and has examined the linkages among these constructs and how those drivers operate via “Marketing Innovation (MI) “to collectively influence performance in an integrated manner and model. The antecedents of Marketing Innovation are top management team (TMT), market orientation (MO) and entrepreneurial orientation (EO). Thus study applied those antecedents via mediating effect of different dimens

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Shih, Chia-Mei, and 施佳玫. "A Study on the Relationships among Marketing Knowledge Competence, Product Innovation, Marketing Innovation and Market Performance." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/82753980587653892338.

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博士<br>國立成功大學<br>企業管理學系碩博士班<br>92<br>Incessant innovation on the basis of knowledge has been a fundamental operational logic on the various aspects of this new economic era and the key to the creation of wealth lies in knowledge as well as in innovations. Marketing plays a strategic role in the new environments. Marketing functions are situated at the core of value creation process in new knowledge based value system and accordingly marketing provides with great opportunities to originate values for businesses. Consequently, it has become significantly important that the enhancement of marketin

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Ding, Wei-Neng, and 丁偉能. "Organizational Innovation and Marketing Innovation Intentions for Innovative Activities Relevance Research - Taiwan Information Industry as an Example." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/6ahqy2.

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碩士<br>國立交通大學<br>管理學院經營管理學程<br>105<br>The purpose of this study is to investigate the industrial innovation activities in Taiwan, and to verify the interaction between the innovation of the information industry and the innovation and innovation in the information industry. In addition, innovative activities and innovation needs every industry in the decision-making must understand the application. This paper explores the relationship between organizational innovation, marketing innovation and marketing activities in the information and electronics industry, using the results of the third survey

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Ou, Yi-Hsin, and 歐怡欣. "Research on Marketing Innovation of Cosmetic Industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/09551704416555309782.

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碩士<br>東吳大學<br>企業管理學系<br>98<br>To meet oncoming challenges of knowledge-based economic, Biotechnology industry becomes a key point of development in the future. Since most of cosmetics firms are agents for foreign manufacturers and do not have dominant rights and development capability, these firms need more innovative marketing campaigns to keep their competitive advantage. Therefore, marketing innovation is the core concept of this study. The research presents a conceptual framework to study the relationships among organization culture, cross-functional cooperation, organizational learning, m

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XIE, ZONG-JUN, and 謝宗雋. "The Impacts of Manufacturing Servitization upon Marketing Innovation." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/bhvma6.

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碩士<br>國立雲林科技大學<br>企業管理系<br>105<br>With the division structure of industry and the change of rapid development in the international environment, developing countries facing land costs and low labor wages are no longer competitive. In order to differentiate the competitive advantage and create a high-profit business model, the manufacturing industry has gradually changed from the traditional low-margin manufacturing to high value-added services and integrated business model. That is called "Servitization". The development of new services require different ways of marketing to accelerate the unde

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Hsieh, Mei-huang, and 謝玫晃. "Design Innovation and Marketing Tactics of Artistic Commodities." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/80105037350380202730.

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博士<br>國立雲林科技大學<br>設計學研究所博士班<br>102<br>The artifacts of museums’ or with local characteristics, such as Aboriginal or Hakka culture, are currently used as the main objects of research or design in cultural commodities. However, the abstractive, intuitive, multi-media performance and non-prescriptive codes of contemporary artists’ works rarely become the direction of cultural commodity design. Printing the logos, photographs of artifacts or characteristic icons thoughtlessly on products turns into the major design technique for cultural commodities, so we found that the innovative developments a

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Chang, Chen-Hsuan, and 張宸瑄. "Marketing Innovation -- an Application of Wax apple Sector." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/61755443347951012155.

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碩士<br>實踐大學<br>企業創新與創業管理研究所<br>97<br>Taiwan's agriculture is being in the import agricultural product under the formidable competition pressure, facing the new times change, should change the meditation, introduces the new idea, comes facing the management environment change and the impact, how the lotus fog industry in has under the innovation technology superiority, facing the subjective and objective environment change, the coordination sells the resources and the activity, develops the market demand, promotes the market competitive power, is serious topic which the operator must face. Outsi

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Chen, Kuo-Chang, and 陳國章. "A Study of Consumer Buying Behavioron Innovation Marketing." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/62468703967748189771.

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碩士<br>國立成功大學<br>高階管理碩士在職專班<br>91<br>In the past, the business-model of Taiwan was highly export orientated and depending on OEM. The market was controlled by the client.Even if the retail price was high, the manufacturer, has very little profit margin and may be stripped off to end up a loss. Taking some successful business experiences as reference, We tried to figure out an innovative marketing model to integrate financial group, design, production, marketing and distribution, supported by trust and insurance companies. This model enables consumers to get quality guarantee as well as 9 f

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