Dissertations / Theses: 'Innovative Marketing'

1

Gromyko, Nikita, and Galyna Peresadko. "Marketing of innovative companies." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/10125.

Full text

APA, Harvard, Vancouver, ISO, and other styles

2

Bäckbro, Johan, and Hampus Nyström. "Entrepreneurial Marketing : Innovative value creation." Thesis, Jönköping University, Jönköping International Business School, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-333.

Full text

Abstract:

Background

Historically speaking, marketing and entrepreneurship has been looked upon as something distinct without any clear relationship. However, in recent years studies on the relationship between marketing and entrepreneurship has increased significantly. Marketers are neither innovative nor entrepreneurial enough in their way of thinking and making decisions. All successful entrepreneurial businesses are based on well thought through marketing. Successful businesses are those who manage to engage in entrepreneurial activities and consider marketing as an important part of that success. The key is marketing and not the product or service.

Purpose

The purpose of this thesis is to investigate and evaluate the entrepreneurial process of marketing a newly started venture, towards the end customer, and how the entrepreneur views the role and importance of marketing in future success.

Method

In order to fulfil the purpose an analysis has been conducted through a holistic multicase study. The cases included inkClub and Cinnober Financial Technology, Two entrepreneurs and their companies which received the awards Entrepreneur of the year and Super Gazell from Ernst & Young and Dagens Industri. These awards are given to entrepreneurs and companies who are characterized by entrepreneurship and growth.

Conclusion

After analysing the empirical data with regards to the theory conclusions could be drawn. The study showed that through exploiting market opportunities entrepreneurs could market themselves in a way that suits the company as well as the potential customers.

There is also a strong correlation between entrepreneurship and marketing and being able to intertwine these two is the key to finding novel ways of marketing. The study also showed that there are some characteristics that fit all entrepreneurs but it is impossible to find a set of characteristics that fits all.

APA, Harvard, Vancouver, ISO, and other styles

3

Gayarre, German, and Carlos Larrea. "Diffusion of innovative ideas : Viral marketing." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1593.

Full text

APA, Harvard, Vancouver, ISO, and other styles

4

O'Dwyer, MicheÌle. "Identifying and evaluating innovative marketing in SMEs." Thesis, University of Ulster, 2007. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.436853.

Full text

APA, Harvard, Vancouver, ISO, and other styles

5

DuBreuil, Katherine Michelle. "Exploring Potential Innovative Marketing Approaches for US Agribusinesses." Thesis, Virginia Tech, 2013. http://hdl.handle.net/10919/23313.

Full text

Abstract:

Agribusinesses are multifaceted businesses that may be involved in all the phases of agricultural production, processing, manufacturing, distributing, and retailing. Although US agriculture is a multi-billion dollar industry, the majority of agribusinesses are considered small firms, having less than $250,000 in annual gross sales. This study investigates potential innovative marketing approaches for US agribusinesses, specifically for small farms and agribusinesses. One marketing approach involves an agritourism marketing tool based on an agricultural geocaching program, AgCache. The second proposed marketing approach explores the specialty crops marketing channel to institutional foodservice establishments. For AgCache, exploratory qualitative analysis was first conducted through a series of in-depth interviews with current AgCache site owners. This was followed by survey data collection and analysis using a probit model to assess the interest in hosting an AgCache. For the specialty crops marketing channel, a probit model was utilized in order to assess the barriers faced by small-scale specialty crop producers as well as their interests in selling to institutional foodservice establishments. Specific attention was paid to logistic and food safety marketing constraints. The results reveal that with adequate attention towards specified barriers, the two marketing approaches can be implemented by US agribusinesses. As well, there is also a strong interest by small farms and agribusinesses to implement these two marketing approaches. This study provides information valuable not only to small farms and agribusinesses, but also to rural communities\' economic development and stakeholders involved in the agricultural industry. Results will be of interest to those in, and seeking to support agribusinesses and small-scale farms.
Master of Science

APA, Harvard, Vancouver, ISO, and other styles

6

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.

Full text

APA, Harvard, Vancouver, ISO, and other styles

7

Keskin, Kaan. "Innovative Marketing Trends as a Response to the Changing Consumers." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-193782.

Full text

Abstract:

In recent years, innovation and the subsequent technological advancements have gained significance in shaping consumer behavior to a disruptive extent. Especially with the advancements in mobile technology, consumer behaviors shifted towards an elevated expectation of mobility and increased interactivity. Marketers who seek a better degree of access to the consumer market and provide customer satisfaction needed to adopt new tools and methods in communication, which would align with their target groups more effectively. Mobile marketing emerged as an innovative technique that is based on and driven by this change in consumer behavior; therefore it is necessary to evaluate the effectiveness of its approach and implementation. In this light, this research paper employs a quantitative approach based on the results' analysis of an online survey conducted by the Author of the thesis, aimed at testing whether there is a strong correlation between mobile marketing efforts and customer satisfaction. Consequently, one can conclude that the same mobile devices that serve as convenience for consumers, serve as an effective channel of communication for marketers, whereas with an integrated approach where other components of the marketing mix support mobile content, the likeliness of attaining consumer satisfaction is higher.

APA, Harvard, Vancouver, ISO, and other styles

8

Летуновська, Наталія Євгенівна, Наталия Евгеньевна Летуновская, and Nataliia Yevhenivna Letunovska. "Innovative marketing approaches to promote the consumption of tourist product." Thesis, Leipzig University, 2019. http://essuir.sumdu.edu.ua/handle/123456789/75842.

Full text

Abstract:

У тезах проаналізовані сучасні маркетингові технології, зокрема інноваційні, які дають можливість більш ефективно просувати туристичні продукти на ринку, а також істотно підвищувати їх конкурентоспроможність. Розглянуті такі інструменти, як блокчейн-технології, агентства нестандартних туристичних пропозиціій, віртуальні туристичні агентства, краудшипінг та інші.
В тезисах проанализированы современные маркетинговые технологии, в частности инновационные, которые дают возможность более эффективно продвигать туристические продукты на рынке, а также существенно повысить их конкурентоспособность. Рассмотрены такие инструменты, как блокчейн-технологии, агентства нестандартных туристических предложений, виртуальные туристические агентства, краудшипинг и др.
Theses analyze modern marketing technologies, in particular, innovative ones, which make it possible to promote tourism products on the market more efficiently and significantly increase their competitiveness. Tools such as blockchain technologies, non-standard travel agencies, virtual travel agencies, crowdsourcing are considered.

APA, Harvard, Vancouver, ISO, and other styles

9

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.

Full text

Abstract:

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
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 consumers’ trends and to accomplish some of this world’s leader marketing objectives. The main conclusion that can be attained is that the product would most likely benefit the company’s activity, shaping the path of snacks into a healthier future.

APA, Harvard, Vancouver, ISO, and other styles

10

Ribeiro, Catarina Peres. "Event marketing : an innovative promotional tool and its impact on consumer." Master's thesis, reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10400.14/20335.

Full text

Abstract:

Event Marketing represents a common promotional strategy that involves direct contact between brands and consumers at special events, namely concerts, festivals, sporting events and fairs. Brands have been investing in sponsorship as a means of associating themselves with particular events, essentially with the goal to enhance brand image and brand awareness. Interestingly, the response of consumers to event marketing has not yet been fully understood. This dissertation fills this gap. More specifically, it intends to determine the extent to which sponsoring brands at events favors brand awareness (recall and recognition) and how it relates to brand attitude. Based on three Portuguese music festivals, two studies were conducted to ascertain event sponsorship’s impact on consumer memory, notably Brand Recall and Brand Recognition, and correlation with attitudes towards the brands such as familiarity and liking. The key findings of these studies show that recognition is much higher for those respondents who attended the festivals, presenting a score of 73,9%, in comparison with recall, presenting a much lower score of 37,5%. Further, and surprisingly, it suggests that the ability to recall and recognize sponsoring brands is not associated to consumer attitudes towards the brands. Instead, it relates to the time consumers dedicated to these particular events, that is, the number of music festivals attended.
Marketing em Eventos representa uma estratégia promocional comum que envolve contacto direto entre marcas e consumidores em eventos pontuais, nomeadamente concertos, festivais, eventos desportivos e até feiras. As marcas têm investido em patrocínios como um meio de associação a eventos específicos, principalmente com o objetivo de intensificar a sua imagem e notoriedade. Interessantemente, as reações dos consumidores relativamente ao marketing em eventos não foi ainda inteiramente compreendida. Esta é precisamente a lacuna que esta dissertação tenciona preencher. Mais especificamente, esta pretende determinar em que medida o patrocínio de marcas em eventos favorece verdadeiramente a notoriedade das mesmas, e a correlação com as atitudes do consumidor. Baseados em três festivais de música Portugueses, foram conduzidos dois estudos com o objetivo de averiguar o impacto do patrocínio em eventos na memória do consumidor, particularmente Brand Recall e Brand Recognition, e a correlação com as atitudes para com as marcas, tal como familiaridade e agrado. As principais descobertas destes estudos, mostram que o reconhecimento das marcas (brand recognition) é mais alto para os consumidores que frequentaram os festivais, apresentando um resultado de 73,9%, comparativamente com a lembrança das mesmas (brand recall), apresentando um resultado mais reduzido de 37,5%. Para além disso, e surpreendentemente, sugere que a capacidade de lembrar e reconhecer as marcas patrocinadoras não está associada às atitudes do consumidor para com as marcas, mas sim relacionada com o tempo dedicado a este tipo de eventos, isto é, ao numero de festivais de música em que participa.

APA, Harvard, Vancouver, ISO, and other styles

11

Kwon, Mehyuk, and Lluis Costa. "INTERNATIONAL MARKETING STRATEGYOF INNOVATIVE COMPANIESFOR NEW MARKETS WITH CULTURAL DIFFERENCES : - Swedish Companies -." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4976.

Full text

Abstract:

Nowadays, companies should pay attention to improving competitive advantages such as innovation and internalization to get over the crisis. This paper shows the problems, in terms of ‘cultural differences’, which innovative and international companies could face during strategic marketing process in abroad. To overcome cultural differences and achieve success in different market, they could adapt their marketing strategies.

Therefore, the main purpose of this thesis is to understand how international established innovative companies overcame cultural differences through Strategic Marketing processes.

To set theoretical background, literature reviews which are about strategic marketing process and culture are dealt with. Based on the discussions, the conceptual framework which explains influences of culture to international strategic marketing process and the firms’ decision as the outputs is created.

The research method used in this thesis is based on developing case studies which are relevant to answer purpose of thesis. Companies which fit into criteria - Be Swedish, innovative, international - are chosen and case studies about the companies’ situation are developed. It is based on the secondary data from a qualitative point of view.

Based on previous studies, conclusions are derived. Conclusion for each case is summarized and cross analysis for related cases is following. Finally, general conclusion is shown and we answer the purpose of the thesis. Besides, quality of thesis and further research are suggested as well.

APA, Harvard, Vancouver, ISO, and other styles

12

Jacques, François. "Marketing strategies in innovative industries : the case of package/document delivery services." Thesis, Massachusetts Institute of Technology, 1985. http://hdl.handle.net/1721.1/15120.

Full text

Abstract:

Thesis (M.S.)--Massachusetts Institute of Technology, Dept. of Civil Engineering; and, (M.S.)--Massachusetts Institute of Technology, Sloan School of Management, 1985.
MICROFICHE COPY AVAILABLE IN ARCHIVES, DEWEY AND ENGINEERING.
Bibliography: leaves 123-129.
by Francois Jacques.
M.S.

APA, Harvard, Vancouver, ISO, and other styles

13

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.

Full text

Abstract:

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 Management will be used to put this topic into theoretical frameworks. With the support of existing literature, the qualitative methodologies of this paper are chosen in order to gain knowledge of the preferred approaches of business-to-business marketing. In accordance to this, the authors aim to analyze the diffusion of innovation and how companies today can attain customers not only within the early adopters group, but also the early and later majority, thus increasing market value and share. This exact transition has been analyzed, however not in the exact field of industrial marketing with a focus on the financial industry, though innovation and digitalization is now more important than ever. Firms need to establish personal and trustworthy relationships with potential and actual customers in order to generate more value and implement necessary innovative solutions. In a survey conducted within the scope of this thesis, respondents emphasize the perceived level of expertise suppliers need in order to initiate collaborations. The focus on innovation and increasing customer and market values through its implementation will be discussed in order to accelerate value generation for all parties involved in an ever-changing digital environment and to fill the research gap within innovation diffusion in industrial marketing.

APA, Harvard, Vancouver, ISO, and other styles

14

Beeber, Allan Howard. "A marketing-communications plan for an innovative teleservice for a nonprofit religious organization." CSUSB ScholarWorks, 1991. https://scholarworks.lib.csusb.edu/etd-project/448.

Full text

APA, Harvard, Vancouver, ISO, and other styles

15

Malmgren, Mathias, and Yanyan Liu. "Innovative companies! : - A case study on four companies." Thesis, Linköping University, Department of Management and Economics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-6206.

Full text

Abstract:

In a global economy greater attention must be given to an amount of innovative companies in the manufacturing of products and in providing services. Innovative organizations must be able to learn especially in marketing and strategy efficiently and effectively in order to survive in today’s increasingly fierce competitive environment. Innovations thrive from a skilled and well-educated workforce, research and development resulting in Intellectual Property Rights, organizational infrastructure and business strategy if handled correctly.

Innovations play an important role and need a proper environment that provides knowledge, supportive interaction and incentive structures to become successful. Creating world-beating product concepts is of value only if you can bring them to market successfully. To focus a product innovation process around business objectives and plans allows company to create and evaluate a strategic positioning. Critical to success is the selection of appropriate targets for innovation, which requires identifying requirements throughout the existing value chain of products and services and the new value chain of the knowledge channel. But as it is likely that many of these requirements will be unclear and some will be conflicting, the way to resolve these conflicts is through mutually dependent learning involving participants from all relevant groups, including R&D, suppliers, and customers, plus distribution partners and other internal functional departments such as marketing, manufacturing, and finance.

A broader focus on innovation can generate increasing returns. Capturing and keeping a comparative advantage will require an appropriate pattern and shaking up the market with a major new product. Product innovation is a powerful lens through which to examine strategy because the success of your products in the market is the ultimate test of a strategy. Through the distribution we approach to highlight the thesis in threefold:

• Figure out different innovations;

• Draw on an in-depth understanding of bring the revolutionary new products to market;

• Generalize a host of product concepts spanning innovations in strategic positioning.

Aiming to fulfill the purpose of our paper, we conducted qualitative research method based on telephone interviews with two Swedish and two Chinese companies who have innovated products or services. The theoretical framework portrayed the innovator’s dilemma, push and pull marketing methods and prospector and defender strategic positioning models.

In conclusion, we generalized what kind of innovation (disruptive technology or sustainable technology) the four case companies have, which marketing method (pull or push) they adopt and how the strategic positioning is respectively. At the final section, we suggest a model for companies with innovations and how they differ on disruptive or sustainable technology and target customers.

APA, Harvard, Vancouver, ISO, and other styles

16

Renker, Laura-Christiane. "Virales Marketing im Web 2.0 : Innovative Ansätze einer interaktiven Kommunikation mit dem Konsumenten /." München : IFME, 2008. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=017045845&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

Full text

APA, Harvard, Vancouver, ISO, and other styles

17

Becker, Werner. "Innovative Pharmakommunikation im Internet-Zeitalter /." Wiesbaden : Dt. Univ.-Verl, 2000. http://www.gbv.de/dms/bs/toc/318092360.pdf.

Full text

APA, Harvard, Vancouver, ISO, and other styles

18

Otto, Götz [Verfasser]. "Außendienstmitarbeiterunterstützung durch innovative Marketing- und Vertriebsmethoden am Beispiel der Pharmaindustrie Deutschland / Götz Otto." Kassel : Kassel University Press, 2012. http://d-nb.info/1025592093/34.

Full text

APA, Harvard, Vancouver, ISO, and other styles

19

Lindholm, Jonatan, and Stefan Markus Reiterer. "Marketing innovative products in a conservative industry : A look at Cross-Laminated Timber." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-36659.

Full text

Abstract:

Background: Previous experience with the construction industry tells us that it’s often conservative and slow to adopt changes or use radical new ideas. This is a problem faced by Cross-Laminated Timber (CLT), as it’s provides a new way of working with wooden construction, that is still unfamiliar to most companies. Marketing this new solution is therefore hard, especially since a lot of the public is still unsure about the qualities and properties of the product. Purpose: The purpose of this thesis is to identify the different selling points of CLT to see how this product can be marketed towards an audience that is still sceptical towards the wooden material. Method: Results are gathered with the help of an interview study with six different companies that all in some way worked with CLT. The results are then put through a grounded analysis. Conclusion: The results show us that the most important thing to do when marketing a product that few people know of, or are sceptical towards, is to make sure that information about the benefits of using the product gets out. The most important marketing point for CLT seems to be the environmental advantage compared to concrete and the speed of which buildings can be erected.

APA, Harvard, Vancouver, ISO, and other styles

20

Timokhina, Y. A. "Upgrade of integrated marketing : communications tо promote thе "SSU management of innovative activity"." Thesis, Сумський державний університет, 2012. http://essuir.sumdu.edu.ua/handle/123456789/28784.

Full text

APA, Harvard, Vancouver, ISO, and other styles

21

Tran, Thi Thanh Huong. "Be innovative to be green : how consumers respond to eco-innovative product designs." Thesis, Lille 1, 2018. http://www.theses.fr/2018LIL1A018/document.

Full text

Abstract:

L'éco-innovation est un moyen efficace pour les entreprises de répondre aux préoccupations environnementales croissantes des clients. Cette thèse propose que la conception des produits, ainsi que les variables liées à la consommation et à la situation, peuvent avoir une influence positive ou négative sur le consommateur. Les résultats de cinq expériences montrent comment les consommateurs réagissent aux conceptions de produits éco-innovants dans diverses catégories de produits Internet-of-Things (IoT). Nous découvrons l'effet des compromis entre les caractéristiques innovantes et les avantages écologiques sur les réponses des consommateurs (étude 1). Nos résultats montrent également que les éléments écologiques dans les conceptions de produits éco-innovants peuvent déclencher différentes réactions des consommateurs (étude 2). De plus, cette thèse mets en lumière les intentions d'achat des consommateurs par rapport à la conception des produits et de leur innovation écologique (étude 3). Nous documentons également les associations de consommateurs entre la détectabilité d’un attribut respectueux de l’environnement et l’éco-respect des produits et la qualité globale du produit, ce qui affecte leurs préférences et leur intention d’adopter une éco-innovation (étude 4). Enfin, nous soulignons que les consommateurs évaluent positivement ou non les éco-innovations selon le pays de fabrication et de sa compatibilité avec l’éco-respect des produits (étude 5). La thèse se termine par des conseils théoriques et managériaux pour les entreprises sur les meilleures pratiques en la réalisation d'avantages concurrentiels dans un contexte d'éco-innovation
The introduction of eco-innovation is considered an effective way for companies to strategically align themselves with consumers’ increasing environmental concerns. Drawing on the sustainability and innovation literature, this dissertation proposes that product design factors, individual differences, and situational variables, significantly influence consumer responses to eco-innovation. The findings of five online experiments explore the underlying mechanisms of how consumers respond to eco-innovative product designs across various Internet-of-Things product categories. Specifically, we uncover the effect of trade-offs between innovative features and eco-friendly benefits on consumer responses and shine new light on the moderating role of consumer beliefs about eco-friendly product effectiveness (Study 1). Our results also show that different types of eco-friendly attributes in new product designs trigger different consumer responses (Study 2). Moreover, this dissertation sheds light on the nature of eco-friendly consumer innovativeness and its interaction effects with perceived trade-offs in eco-innovative product designs on consumers’ product evaluation and purchase intentions (Study 3). We also document consumers’ associations between detachability of an eco-friendly attribute on consumer responses (Study 4). Finally, we highlight that consumers’ evaluations of eco-innovation hinge on ecological country of manufacture and its congruence with product eco-friendliness (Study 5). The dissertation concludes with theoretical and managerial implications, such as advice for firms on the best practices for competitive advantage achievement in an eco-innovation context

APA, Harvard, Vancouver, ISO, and other styles

22

Івашова, Надія Василівна, Надежда Васильевна Ивашова, and Nadiia Vasylivna Ivashova. "Место экологически ориентированного инновационного маркетинга в экологизации развития предприятия." Thesis, Издательство СумГУ, 2005. http://essuir.sumdu.edu.ua/handle/123456789/21824.

Full text

APA, Harvard, Vancouver, ISO, and other styles

23

Choudhary, Shruti [Verfasser]. "Innovative product packaging. How can packagings contribute to the business process, marketing and profit? / Shruti Choudhary." München : GRIN Verlag, 2019. http://d-nb.info/1186966734/34.

Full text

APA, Harvard, Vancouver, ISO, and other styles

24

Ілляшенко, Сергій Миколайович, Сергей Николаевич Ильяшенко, and Serhii Mykolaiovych Illiashenko. "Маркетинг інновацій як концепція ведення інноваційного бізнесу." Thesis, вид-во СНУ ім. В. Даля, 2011. http://essuir.sumdu.edu.ua/handle/123456789/16826.

Full text

Abstract:

Розроблена цілісна концепція управління інноваційною діяльністю підприємств на ринкових засадах, у якій маркетинг інновацій розглядається як філософія ведення бізнесу в руслі концепції інноваційного розвитку. Розроблено комплекс методичних інструментів, який відображає стратегічні і оперативні завдання маркетингу інновацій. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/16826
Разработана целостная концепция управления инновационной деятельностью предприятий на рыночных началах в которой маркетинг инноваций рассматривается как философия ведения бизнеса в русле концепции инновационного развития. Разработан комплекс методических инструментов, который отображает стратегические и оперативные задачи маркетинга инноваций. При цитировании документа, используйте ссылку http://essuir.sumdu.edu.ua/handle/123456789/16826
Developed a comprehensive concept of management innovation activities of enterprises on market principles, in which the marketing innovation is seen as a philosophy of doing business in the emerging concept of innovation. Developed a set of methodological tools, which reflects the strategic and operational tasks of marketing innovation. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/16826

APA, Harvard, Vancouver, ISO, and other styles

25

Грищенко, Олена Федорівна, Елена Федоровна Грищенко, and Olena Fedorivna Hryshchenko. "Маркетингові інноваційні рішення як інструмент реалізації концепції інноваційного маркетингу." Thesis, Видавництво СумДУ, 2012. http://essuir.sumdu.edu.ua/handle/123456789/26032.

Full text

Abstract:

Здатність українських підприємств розробляти та впроваджувати МІР в значній мірі залежить від наявності та кваліфікації персоналу, особливостей процедури пошуку та можливості залучення суб’єктом господарювання капіталу для інноваційного проекту, доступності нових технологій, особливостей співпраці бізнесу та наукових установ тощо. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/26032

APA, Harvard, Vancouver, ISO, and other styles

26

Ніфатова, О. М., and М. І. Поповська. "Маркетинг інноваційної діяльності національних підприємств." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/9570.

Full text

Abstract:

Статтю присвячено аналізу доцільності використання маркетингової підтримки інноваційної діяльності на вітчизняних підприємствах. Виокремлено критерії оцінювання доцільності впровадження інновацій. Систематизовано та розглянуто на прикладах національних підприємств альтернативні варіанти застосування маркетингових прийомів просування інновацій. Зроблено висновки про те, що для підприємств України, реалізація новітніх ідей та побудова правильних маркетингових стратегій повинні бути пріоритетними завданнями для досягнення комерційного успіху на національних і закордонних ринках.
Статья посвящена анализу целесообразности использования маркетинговой поддержки инновационной деятельности на отечественных предприятиях. Выделены критерии оценки целесообразности внедрения инноваций. Систематизированы и рассмотрены на примерах национальных предприятий альтернативные варианты применения маркетинговых приемов продвижения инноваций. Сделаны выводы о том, что для предприятий Украины, реализация новейших идей и построение правильных маркетинговых стратегий должны быть приоритетными задачами для достижения коммерческого успеха на национальных и зарубежных рынках.
The article is devoted to the analysis of expediency of the use of marketing support of innovative activity at domestic enterprises. The criteria for assessing the feasibility of introducing innovations are identified. Alternatives for using marketing techniques to promote innovation are systematized and reviewed on examples of national enterprises. The conclusion is made that for the enterprises of Ukraine, realization of the new ideas and the construction of the correct marketing strategies should be the priority tasks for achieving commercial success on national and foreign markets.

APA, Harvard, Vancouver, ISO, and other styles

27

Mališ, Daniel. "Pozitivní ovlivňování sféry cestovního ruchu v oblasti marketingu vlivem inovativních technologií." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16167.

Full text

Abstract:

Diploma thesis deals with the positive influence on the tourism sector in marketing due to innovative technologies. The main objective of this work is to acquaint the reader with the basic typology and characteristics of marketing tools, with particular emphasis on selected species, taking into consideration the specificities of the tourism industry and based on the business described company. The whole concept is designed to reflect the very real conditions, focusing on the possibility of using various communication tools in terms of limited financial resources. Assumption is that despite the limited budget for marketing department, which does not allow the use of marketing tools is applying appropriate communications mix to create an effective form of promotion. Another point is the claim that the shift from the concept of "learning organization" to the concept of "mutually learning organization" and build a lasting relationship of partnership, allowing to obtain a competitive advantage.

APA, Harvard, Vancouver, ISO, and other styles

28

Shabani, Maryam. "A Model of Crucial Factors Influencing on the Innovation Resistance for Purchasing Innovative Passenger Vehicles in Automotive Industry of Iran." Doctoral thesis, Universitat Internacional de Catalunya, 2020. http://hdl.handle.net/10803/670677.

Full text

Abstract:

Purpose: The goal of this thesis is to render a model of influencing factors on Innovation resistance for purchasing innovative passenger vehicles in Auto industry of Iran. Design/Methodology/Approach: The innovative passenger vehicles that are produced by 4 car manufacturing companies of Iran are selected. Data is collected in two phases, at the first step which is qualitative phase, 13 questionnaires are distributed among panel of experts who are managers and top experts of SAIPA car manufacturing company (Appendix 1). Then in the second phase which is quantitative, the questionnaire which is prepared based on the results of first phase, are distributed among 265 customers of Kerman Khodro Co., Modiran Khodro Co. and Iran Khodro Co. that have resisted to purchase innovative vehicle of SAIPA (Appendix 2). The resistance factors are detected and grouped through Exploratory Factor Analysis techniques, and the Structural Equation Modeling (SEM), which is a very general statistical modeling technique that is normally used in the behavioral sciences. It can be viewed as a combination of factor analysis and regression or path analysis, so by SEM method will provide the aforementioned impacts of these resistance factors on resistance purchasing behavior. Findings: The results of qualitative phase show that Trialability, Co-dependence, Visibility, Realization, Relative advantage and Value factors are the most influential factors on innovation resistance which are clustered in Functional barriers. On the other hand, Economic Risk, Functional Risk, Usage, Image, Previous Innovation Experience and Usefulness are the most influential factors on Innovation Resistance, which are categorized in Psychological barriers. Additionally, the Demographic barriers extracted as influential factors on innovation resistance analyzed are: Age, Income and Education. The new factor of "After Sales Services" is recommended by panel of experts from Delphi model, in order to add to influential factors on Innovation Resistance. Thereafter, the above-mentioned factors have a crucial and prominent role in reducing the resistance of consumers in order to purchase innovative passenger vehicles. In the second phase which is quantitative step of this research, based on the results of first step the questionnaire has been prepared and are distributed among 265 ordinary customers of three Iranian car manufacturing companies. The abovementioned factors resulting of the first step of this research are used in order to assess its impact on Intention to buy, and the mediation role of Active Innovation Resistance between Barriers and Intention to buy. A research model, in which these constructs are included, is proposed and analyzed through Structural Equation Modeling (SEM). Results show that “Active innovation resistance” is playing the role of a complementary mediation. Therefore, the impact of “Functional barriers” on “Intention to buy” is mediated by “Active innovation resistance”. In the same way, “Active innovation resistance” also mediates between “Psychological barriers” and “Intention to buy”. Research Implications: A new fresh model analyzing the mediator role of Active Innovation Resistance shed light to conceptualize the way Barriers (both Functional and Psychological) impacts on customer behavior, in the specific setting of innovative automotive industry in Iran. Practical Implications: The propagation of innovation in automotive industry is challenging and imposing huge investment to manufacturer, so they should pay attention to real barriers for resisting to purchase their innovative vehicles. Moreover, customers, who are playing the main role for their success, might adjust its intention to purchase these innovative cars, and foster the Iranian society to be interested in innovation of car manufactures.

APA, Harvard, Vancouver, ISO, and other styles

29

Demes, Peter. "Vertrieb im B2B-E-Commerce Grundlagen, Aufgaben, innovative Lösungsvorschläge aus Sicht der Vertriebsprozesse von Zulieferunternehmen der pharmazeutischen und biotechnologischen Industrie." Göttingen Better-Solutions-Verl. Gierspeck, 2010. http://d-nb.info/999818686/04.

Full text

APA, Harvard, Vancouver, ISO, and other styles

30

Ren, Gih Hsieh, and 謝仁智. "The Innovative Channel and Integrated Marketing in Multi-Level-Marketing." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/78185078418764722600.

Full text

Abstract:

碩士
元智大學
管理研究所
92
Since 1992, government had implemented the Fair Trade Act to manage all the commercial trade, especially in the companies of multi-level-marketing (MLM). Numbers of people had accepted the kind of trade model and joined the business system to build personal net of sale. MLM companies gradually had faced a predicament that was difficult to make differences among all competitors. A new concept to run a MLM business has been built in Taiwan at the moment. It integrates the traditional channel and MLM business together. The innovative business channels will include the retail selling, internet trade, chain stores, and people-to-people detailing. Product pipeline will be not only cosmetics and nutrition, but also the articles for daily use. In our study, the results indicated the innovative business channel and marketing strategy will attract consumers’ attention and created a well sales performance, however it was also easy to lose focus in development of organization. Is it a revolution for MLM market？Is it a good marketing strategy or just a mirage？We need more scientific studies and evidences to probe this business model will succeed or not.

APA, Harvard, Vancouver, ISO, and other styles

31

劉獻正. "Innovative marketing research of health care industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/18537644462988057568.

Full text

Abstract:

碩士
國立政治大學
經營管理碩士學程(EMBA)
99
With the development of society and economy, the quality of life that consumers expect becomes escalating day by day and much stricter than before. Meanwhile, the quality of life is inseparable from personal state of health, so health-care industry becomes a kind of much more important and prosperous industry. Besides, with the fast improvement of technology, the service and value that the health-care enterprise can provide to their customers is more and higher than they did before. So the application from the technologies can not only promote the high-value added service but create the new and larger demand from consumers and market. This study focus on how the enterprises use the creative marketing tool and strategies to promote the prestige, the acceptance of new product by the consumers and how to educated customers to disclose their needs of medical treatment through the way of case-study. This study generalized the related information from the past document records to nowadays, and also interviewed the company to research the process that how the strategies were made by visiting the top manager and the employee of the company. The study did research related to the topic of marketing strategies and collect the relevant information. Finally this study did the related outside and inside analysis and to understand the influential factors in the process of corporate development. This study found out that when the strategies were made, the company should take the industrial environment and the consumers’ behaviors into considerations, especially when the service has a straight contact with the customers. Except that, when the industry was a developing industry, the company also needs to focus on how to educate the consumer and escalate the corporate image by the marketing strategies. The customers’ loyalty and satisfaction are related to the professional service and employees’ attitude, so how to build close and harmonious relationship with the employees is also helpful in running the business. This study was expected to help the other corporate to find out the suitable marketing strategies and activities to make the corporate sustain the improvement and keep growing, and further to change the challenging task into a specific and feasible managing strategy to help the enterprise to become much stronger.

APA, Harvard, Vancouver, ISO, and other styles

32

Hsin-YiChen and 陳心怡. "The Innovative Thought of Cause-Related Marketing." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/11487826647607005778.

Full text

Abstract:

碩士
國立成功大學
工程管理碩士在職專班
102
Since the level of consciousness related to humanitarianism and ecological sustainability has been gradually increasing, corporations and organizations advancing with the times are thinking about business models that earn profit while making positive contributions to the community as well as adopting cause-related marketing strategies. In such marketing activities, the major implementation of the objectives is intended to enhance brand value, develop sustainable businesses, achieve corporate social responsibility (CSR) activities and to raise funds for charities. The most original intention toward cause-related marketing should be based on social positive effects rather than focused on firm benefits or other quantitative indexes. If corporations merely have short-term benefits of marketing in mind but are not genuinely strengthening their levels of benevolence, this will tend to devaluate the moral core of philanthropy and obscure the links between markets, their firms, products, services and the negative impacts they can have on human welfare. The short-term benefits of cause-related marketing will belie its hidden costs. As a result, corporations must take responsibility for being concerned about solving societal problems and creating social change. Given that the issues of cause-related marketing analyzed by this study include long-term costs and the essence of philanthropy, three major issues to be addressed are as follows: sustainability of public welfare, effectiveness of the implementation of cause-related marketing, and embodying human virtue. To resolve these issues, the following TRIZ methodology was carried out: physical contradiction, technical contradiction, and substance-field analysis. Moreover, specific solutions developed and crystallized into concrete implementation proposals using TRIZ approaches were used to instill creative thinking about case-related marketing. Except for clarifying these innovative solutions, related studies or references were brought out to support the feasibility and evolution of these solutions. The study indicated that most of the solutions based on the TRIZ theory are either practical implementations or innovative schemes that are under development. Therefore, this convinced us that solutions resulting from the issues described above could provide valuable references for sustainable societal development.

APA, Harvard, Vancouver, ISO, and other styles

33

Fraser, Jo-Anne. "Exploring marketing metrics used in innovative companies." Diss., 2013. http://hdl.handle.net/2263/40655.

Full text

Abstract:

This study recognises that both metrics and innovation lead to superior performance. It explores the marketing activities and processes followed by innovative companies, in particular those involving customers, and proposes the key metrics aligned to these; thereby formalising marketing’s role in the innovation process. Qualitative expert-interviews were done using the Critical Incident Technique; 11 professionals from a South African company, recognised for its innovation, were asked to share their personal experiences of a recent company innovation. The findings highlight the value of a strong corporate culture of collaboration and inclusion, as well as an unwavering focus on creating value for the client, and conclude by proposing a finite marketing dashboard of 12 metrics that align people and processes as key indicators of success to guide the marketer during the innovation process.
Dissertation (MBA)--University of Pretoria, 2013.
lmgibs2014
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted

APA, Harvard, Vancouver, ISO, and other styles

34

PAI, CHING-NING, and 白景寧. "Exploring the Innovative Marketing Technique of Fashion Brand." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/jn8n8r.

Full text

Abstract:

碩士
實踐大學
服裝設計學系碩士班
105
In this study, a literature analysis is used to explore, analyze, and summarize existing literature, and to study the innovative marketing methods used by popular fashion brands. This study also provides recommendations related to innovative marketing approaches that fashion industry in Taiwan could apply in the future. The content of this study is to understand the current conditions of Taiwan’s fashion industry, the tier classification for fashion brands, the development of traditional marketing and the method of innovative marketing. In addition, this study provides a deeper analysis of how fashion brands are classified and suggests different innovative marketing techniques that could be used to successfully increase brand value. With case study of four fashion brands to illustrate the implementation of innovative marketing within the marketplace: Tory Burch, Agnès b., H&M, and PAZZO.

APA, Harvard, Vancouver, ISO, and other styles

35

Yang, chih-Hwa, and 楊志華. "Analysis of innovative marketing on Used Car Market." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/86262191628599722044.

Full text

Abstract:

碩士
臺北城市科技大學
電子商務研究所
104
According to Department of Transportation statistics, since 1995 in Taiwan used car ownership transfer registration amount for the first time exceeded new car registration amount, the used car market continued to grow significantly. According to the motor vehicles offices, used car ownership transferred in 2007 has reached over 1 million, which indicated the rising of consumers’ acceptance toward purchasing used car. The rise of used car purchasing power has grabbed own brand auto makers’ attention. Own brand auto makers have been entered into used car business by certifying their own brand vehicles with complete service package. This study will further discuss the open market of Used car has attracted individual used car dealers to enter this business. These individual used car dealers’ focus on imported used cars from foreign countries by providing a complete warranty package and cost advantage to the customers. Individual used car dealers used Innovative marketing management into a competitive used car market; the impact on the future development of the used car market is significantly. Due to the asymmetry of consumers and used car dealers in the used car market information often resulting in many trade disputes causing consumer rights cannot be reasonably protected. Car brand image, perceived risk, perceived quality and perceived value on purchase intention may influence consumers to purchase used car. Consumers will associate the brand image to product quality first and influence the judgment of the product perceived value. For the perceived value of the product also will be higher cognition, and bear the risk of loss decreases, purchase intention will be increased. This study will identify and analyze the advantages and disadvantages of each business model in the overall used car market operation mechanism, such as the original certification, Used Car Union, foreign car manufacturers’ alliance of business model innovation, marketing management and market competition.

APA, Harvard, Vancouver, ISO, and other styles

36

Cheng, Po-Yen, and 鄭柏彥. "Case Studies for Innovative Marketing of Mobile Payment." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/95522527904013490808.

Full text

Abstract:

碩士
國立臺灣大學
國際企業學研究所
104
As internet developed vigorously, one another platform sprang up and huge amount of e-commerce replaced the importance of brick-and-mortar stores. However, the fraudulent transaction kept happening without credits, which gave birth to “third-party payment”. Also, the revolution of the mobile industry led to a breakthrough, and in the following years the smartphone became prevailing. Due to the internet and the smartphone innvoation, the market of mobile payment started gaining grounds, which turned out to be the investment target for all walks of life. In the thesis, we mainly discussed about three case studies, including “Tenpay”, “Mirco Payment” and “Line Pay”. We used theories of “Online Customer Experience”, “Customer Relationship Management”, “Social Network” and “Network Effect” to see the combination of the practices and academies. The results revealed as below: 1.In terms of the marketing of “Red Envelope” for Tenpay, we gauged the elements of “Sensorial”, “Emotional”, “Cognitive”, “Pragmatic”, “Lifestyle” and “Relational”, and found we could use “Online Customer Experience” to explain why it succeeded. 2.In terms of the marketing of “Ten-years Payment Memo” for Micro Payment, we analyzed the dimensions of “Core Service”, “Relationship Customization”, “Premiums”, “Pricing” and “Internal Marketing”, and found we could use “Customer Relationship Management” to explain why it gained popular. 3.In terms of the marketing of “Collage” for Line Pay, we assessed the components of “Homophily”, “Tie Strength”, “Source Credibility”, “Scale of Economies” and “Complementary Products and Services”, and found we could use “Online Social Network” and “Network Effect” to explain why it reached high attention by the public.

APA, Harvard, Vancouver, ISO, and other styles

37

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.

Full text

Abstract:

碩士
國立交通大學
管理學院經營管理學程
105
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 of Taiwan's industrial innovation. In terms of innovation, innovation can be found in different ways of classification, such as product or process innovation, or customer management, marketing or procedural innovation, and Taiwan enterprises are facing global competition in the industry, strong living pressure enveloped in the various Industry, so many companies in the software and hardware must be innovative change in order to avoid incurring out, will help to enhance the competitiveness of enterprises. To be able to extend and increase the relevant competitive strategy through the degree of innovation and the way in which the activities are carried out The empirical results of this study show that the "Organizational Innovation Intent" of the Taiwanese information electronics industry has a significant positive impact on its "demand for innovative activities", while the "creative innovation intentions" of the Taiwan information electronics industry And the "creative innovation intent" of the information electronics industry has a positive impact on its "organizational innovation intent". And the "Organizational Innovation Intent" of the Taiwan Information Electronics industry has the intermediary effect between "marketing innovation intention" and "innovation activity demand".

APA, Harvard, Vancouver, ISO, and other styles

38

Wang, Sophia, and 王雅芬. "Integrated Marketing communication：A Case Study of Chinatimes' Innovative Approach." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/47396859495950860366.

Full text

APA, Harvard, Vancouver, ISO, and other styles

39

Lin, Yen-Ling, and 林衍伶. "An Internal Marketing Service Innovative Model for Department Store." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/cdtt79.

Full text

Abstract:

博士
國立臺北科技大學
工商管理研究所
102
In recent years, the competition among department stores has intensified. Consumer demand has become more diversified, and consumers have begun to pay more attention to service quality and user experience. The service employees in contact with customers on the frontline play a very important role in the service process. For the survival of a department store in such a competitive environment, the quality of customer service is a key factor, and it can be improved through effective internal marketing. To pursue this goal, department store employers can adopt various means, such as employee training and education, manager support, and strengthening of internal communication, human resource management and external communication, to meet the employees’ needs and improve their satisfaction, thus improving the quality of customer service. The purpose of this study was to explore the service innovation of the internal marketing within department stores. In combination with the Kano Model, the Refined Kano Model, and the Importance-satisfaction model, we applied the theory of TRIZ to solve the contradiction and adopted the TRIZ Inventive principles to develop programs for improving the service quality of internal marketing. Based on the results derived from above processes, we proposed an innovative strategy of internal marketing for the department stores, which could serve as a reference for the development of internal marketing programs. Such programs are conducive to the improvement of employee satisfaction, thus ensuring the delivery of high-quality customer service.

APA, Harvard, Vancouver, ISO, and other styles

40

Tsai, Shi-Ying, and 蔡世寅. "Innovative City Marketing Model and Development of Taichung City." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/jn2c9g.

Full text

Abstract:

碩士
亞洲大學
經營管理學系碩士在職專班
106
In order to make full use of the local wisdom, knowledge, and culture to create new business opportunities, competition among cities has begun to replace the counterbalance between countries. Local city managers in various countries began to actively promote city marketing strategies, making city marketing an important issue. This study explored the innovation marketing model in terms of international recognition, landscape scenery, basic conditions, folk customs, life pulsation, and development potential. The Taichung City is the research case. Interviews with experts from secondary data for multiple data sources collection and analysis. The paper has the following conclusions. First, Taichung City has actively established itself as an internationally livable city and an international conference and exhibition city. Through international cooperation and exchanges, it strives for two-way cooperation in international resources. Second, Taichung City is located as a river basin city, an eco-city, a cultural and creative city, and a low-carbon city. Third, Taichung City invests in major construction and planning, including transportation and city planning. Painting, construction of water conservancy environment, construction of activated environment, construction of industrial environment, and construction of smart cities, etc. Fourthly, Taichung City is a good city with enthusiasm for public welfare and caring for the elderly; Fifth, Taichung city emphasizes becoming a capital city for life, a cultural city, and a public-oriented city. Sixth, Taichung City develop a corporate headquarters city, a corporate investment city, a high-school energy city, a talent-cultivation city, and the two sides of the strait’s richest future. Finally, the management implications are proposed for the reference of the city marketing practice

APA, Harvard, Vancouver, ISO, and other styles

41

Chen, Li-Chou, and 陳麗州. "Research on Marketing Strategy of Innovative Furniture Design Service." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/yr3qde.

Full text

Abstract:

碩士
國立政治大學
經營管理碩士學程(EMBA)
107
Taiwan’s furniture industry has changed constantly. In the past years, consumers mainly shopped by physical channels, such as on furniture streets or some clusters. Nowadays, consumers have various choices, especially they can choose what they want from the physical stores and navigate in the online world. To face the severe competition among the furniture industry, how to create innovative business strategies to attract customers will be a key factor to survive for furniture vendors. In the recent years, virtual reality technology has become more and more mature, in this case, we want to discuss about if we can apply virtual reality technology to the furniture industry, and will it make a hit to cooperate with construction companies and real estate marketing agencies and disrupt the traditional marketing ways? In this study, we interviewed several managers of furniture companies, construction companies, and real estate marketing agencies to better understand innovative design services of A Company. In addition, we segment, target, position the market and customers, then we apply STP model and 7P model to analyze A company’s marketing strategy.

APA, Harvard, Vancouver, ISO, and other styles

42

Hung, Wei Chih, and 魏至宏. "The Innovative Marketing Strategy of Optical Industry in Taiwan." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/01538557763678192876.

Full text

Abstract:

碩士
長榮大學
高階管理碩士在職專班(EMBA)
102
The aim of this study applied innovation viewpoint to explore the innovative marketing strategy of optical industry in Taiwan. The research framework of this study was based on the glass retail industries, innovation, new product development (NPD) and cultural and creative industries. In addition, we used literature review and case study. According to the results, three research propositions of this study were as following: 1. To exploit cultural and creative products, and to increase the market competitiveness. 2. The glasses corporation should focus specific consumer groups of demand, and to increase the scope of markets. 3. To adopt virtue channel will create the better business performance.

APA, Harvard, Vancouver, ISO, and other styles

43

LIN, HUI-CHEN, and 林慧真. "The Study of Internal Marketing, Perceived Organizational Support, Organizational Innovation Climate and Employee’ Innovative Behavior." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/45681040508143288488.

Full text

Abstract:

碩士
國立勤益科技大學
流通管理系
97
The economic structure is changing and the policy of government driving, to seek new ideas or products/service not only the important issues but also is a competitive ability for enterprises. So, innovation becomes to be the most important weapon for companies. In recent years, the national income has grown and the life styles have changed in Taiwan, the desire of people to seek higher quality of life expands day by day. The changing of customers’ requirements caused the product life cycle shorting. Therefore, business has to research and develop new products or service to satisfy and to match customers’ curiosity. This makes employees’ innovative behavior more important relatively. From the viewpoint of the service industry, employee is the important member of the companies’ service supply chain. So, how to train the staff to have the service attitude to meet customers’ needs is an important issue for the enterprise. In the organization, to promote the company’s policy and to make employee understanding the target is important too. It depends on the coordination and communication between the staff and the company. Therefore, the organization should respect the communicattion with the employee, the employee promision on, the employee’ job satisfaction, and self-efficacy, are all the topics in the enterprise. This research approves that the internal marketing will affect employee’ innovation behavior by organizational support, employee’ behavior, employee’s manners (organizational commitment and job satisfaction) and organizational innovation climate. The results of this research are as follows: 1. The relationship between internal marketing and the employees’ behavior and manners (organizational commitment and job satisfaction) is positive. 2. The relationship between internal marketing and perceived organizational support is positive. 3. The relationship among perceived organizational support and the employees’ behavior and manners (organizational commitment and job satisfaction) is positive. 4. The relationship among the employees’ behavior and manners (organizational commitment and job satisfaction) and the employees’ innovation behavior is positive. 5. The relationship among internal marketing, the employees’ behavior and manners (organizational commitment and job satisfaction) and the employees’ innovation behavior is positive. 6. The relationship among perceived organizational support, the employees’ behavior and manners (organizational commitment and job satisfaction) and the employees’ innovation behavior is positive. 7. The relationship among organizational innovation climate, the employees’ self-efficacy and the employees’ innovation behavior is positive.

APA, Harvard, Vancouver, ISO, and other styles

44

Chang, Sun-En, and 張孫恩. "A Novel Business Model of Innovative Product with Precision Marketing." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/01018263185125319113.

Full text

Abstract:

碩士
國立臺灣大學
商學研究所
100
With the growth of the Internet, there are many opportunities for entrepreneurs. However, existing competitors already have first-mover advantages; it makes it harder for new entries to compete with them. In traditional value chains, designers could not know the needs of consumers precisely. The entire process of a new product development would go through several middle vendors, which not only increase a huge market friction, but also waste time. To solve these problems, this study proposes a new business model of cloud platform for development of innovative products, called “A Novel Business Model of Innovative Product with Precision Marketing”. This study analyzes ModCloth, Apple, and the music industry as cases to prove that the business model works. The cloud platforms create a virtual value creation cycle (VCC). It shortens the distance between designers and consumers, so that both parties can communicate directly with each other. Designers can show their innovative products in front of consumers through the cloud platforms. Consumers can express their needs by pre-ordering or voting, so that designers will be able to collect the precise needs and fashion trends. Therefore designers can do precision marketing and precision manufacturing. It will cause lower price and increase the consumer surplus, making the products more competitive. On the other hand, compared to traditional value chains, designers also save time and cost in eliminating the market frictions and to increasing the designer surplus. The virtual VCC can therefore improve the efficiency of substance VCC.

APA, Harvard, Vancouver, ISO, and other styles

45

LEE, WAN-HWA, and 李婉華. "Analysis of Business Performance for Innovative Internet E-marketing Companies." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/7yap59.

Full text

Abstract:

碩士
國立臺北科技大學
高階管理碩士雙聯學位學程
107
The raise of internet and worldwide web uses, which enables instantaneous information exchanges across borders, has changed the way that people conduct their daily lives tremendously. As the data and news distributed quicker as the reliability and accurancy varied, it also provokes innovative marketing strategies, such as E-Marketing. Unlike the static content allowed in traditional media, like magazines and newspapers, E-Marketing utilizes online vanues and shows customized information when reaching out to the targeted audiences in different scenarios. This research is to study a startup network company on its business model in creating innovative services in E-Marketing. The aim is to identify the differences between this online service models with the traditional ones. The merits of this study in management is to provide a potential evaluation changes in the performance of digital marking as well as the valuation of innovation in digital services for a startup network company.

APA, Harvard, Vancouver, ISO, and other styles

46

Wang, Hui-Hua, and 王慧華. "The Study on the Marketing Strategy of Innovative Consumer Electronic Product." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/37884021842939766026.

Full text

Abstract:

碩士
銘傳大學
傳播管理研究所碩士在職專班
93
GPS product has potential for long-term growth since it can benefit users. But users don’t know this kind of products very well and they hesitate to pay higher price for those products. "A" company is an IT company based in Taiwan and is also the first one to launch a Pocket PC with GPS function product in Taiwan. How did “A” company promote GPS products through marketing 4P concept in Taiwan market? How did “A” company overcome many obstacles like users’ lower expectation of price? Price is not the only one issue for users to purchase consumer electronic products, brand company has to provide more benefits for users and let users know more about them. According to the result of this research, spokesperson strategy seems to achieve a good effect upon the branding image. And, brand company needs to put more effort on home shopping channel except the 3C channels.

APA, Harvard, Vancouver, ISO, and other styles

47

HSU, ZHENG-XIN, and 許正新. "An Empirical Study on the Relationship between R&D Orientation, Marketing Orientation, Innovation Capability and Innovative Performance." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/01887812059811926208.

Full text

Abstract:

碩士
國立臺南大學
經營與管理學系科技管理碩士在職專班
105
The purpose of this study builds on a core competency perspective to examine the relationships among firm-specific advantages, product innovation capability, and innovative performance. This study proposes that the role of product innovation capability is different in the relationships between two dimensions of firm-specific advantages (R&D orientation and marketing orientation) and the innovative performance. Regression analysis was used to test the hypotheses in a sample of 150 new product development cases. The empirical findings indicate that product innovation capability positively moderates the relationship between marketing orientation and innovative performance while R&D orientation affects the innovative performance primarily through the mediating effects of product innovation capability. Managerial implications and future research are discussed.

APA, Harvard, Vancouver, ISO, and other styles

48

施宗酉. "Innovative marketing strategy based on Product Design:A case study of Chinlum Inc." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/q74h34.

Full text

Abstract:

碩士
國立清華大學
科技管理研究所
102
Now the standard of acceptance and interest of products of consumers have risen in the aspects of fashion and quality in the age of the “Product Life Cycle” has shorten. How to make a product catch the eye of buyers and consumers will be an objective of the owner of the cooperation. The gift industry includes lots of the kinds of items from the category of industrial design products to the houseware products. For example, classroom facility, kitchen utensils, body care appliance, wallet category, electronic appliance, watches, handicrafts, knives……etc. How to make good advantage of creativity and innovation on these existing commodities would be a great challenge to the owners. Matching needs of customers, interest of consumers, acceptance of market and the guarantee of quality are now the biggest problem. To create the added value of products is to create the next hot star. Taking chance the advantage of pioneer and is to create the value of products. Except the innovative strategy of products, cooperation still has to maintain the ordinary traditional customer including the purchasing order department of government and firms and other gift companies as for the managing dimension. Developing the online customers in order to respond the need of market and to improve function or the look of products quickly. It also could expand the new place and potential market. Now no matter the gift industry or the future star industry all enthrone creativity and innovation and hope the research could be applied to the innovation and activation of gift industry.

APA, Harvard, Vancouver, ISO, and other styles

49

RUAN, MEI-LING, and 阮美齡. "Innovative Marketing through Project Management - Take the Real Estate Company for Example." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/m98je3.

Full text

Abstract:

碩士
開南大學
商學院碩士在職專班
105
The integrated marketing activities of enterprises are carried out under the guidance of specific management concepts. Choosing the right integrated marketing model plays a key role in the organizations marketing activities. The traditional marketing usually puts more emphasis on production than on marketing.4Ps integrated marketing activities depend much on executive's experience or feeling, lack of systematic and scientific integrated management. High qualified marketing activities should be accompanied with the project management to innovate the market. Innovation is an inexhaustible power for marketing project management. In this paper, the idea of "project management" is introduced into the case of real estate marketing. The system structure model of 7Ps is established. Trying to project the real estate integrated marketing management process and constructing the interactive network of 7Ps through DEMATEL method, the management of integrated marketing activities can be more specific and have a strong maneuverability to utilize the real estate integrated marketing strategy.

APA, Harvard, Vancouver, ISO, and other styles

50

Huang, Chung-chia, and 黃重嘉. "Key Success Factors and Innovative Applications of Technical Marketing in Steel Industries." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/02799522635166410331.

Full text

Abstract:

碩士
國立中山大學
高階經營碩士班
104
The Chinese steel industry has entered the age of oversupply. In 2015, the total amount of weight produced in China added up to 804 million metric tons while the consumption of steel declined to merely a level of 686 million metric tons. The overproduction of more than 100 million metric tons can only be exported to the other countries in Asia at a low price, which severely disturbs the order of the regional steel market. Industries which fall into the price war can only try to survive by means of mass producing and cheap selling but often end up with even severer deficits. Over-production, over-supply, and a lack of product-differentiation market have become issues for the global steel market and challenges to all enterprise managers. It is of top priority to find a way out of the hard times. Technical marketing, which creates customer values, and key success factor identifying is a break-through and promising solution. In this paper, key success factor (KSF) and analytic hierarchy process (AHP) are used to analyze the operation mode of technical marketing of the steel industry to specify the key success factors in technical marketing. Michael Porter''s Value Chain Model from his famous work “Competitive Advantage, 1985” is also used to investigate application conditions of cross-industry alliance and vertical-integration of supply chain. A study and a solution on technical marketing are also proposed and the effectiveness of the grand alliance is verified. Qualitative analysis is used to analyze the steel industries in China, Japan, and Taiwan and furthermore to study the downstream steel users, such as steel structure manufacturers, automobile parts manufacturers and trading companies.Thirteen experts from seven companies are interviewed in depth. A quantity analysis in the form of questionnaire is performed to survey 12 members consisting of domestic and overseas technical service engineers and their supervisors. Through this research, a total-stage & multi-phase operation mode of technical marketing in the steel industry is summarized. The industry environment is proved to be a key success factor with an attribute weight of 42.1%. It is worthy of notice that among the factors of the all-level evaluation, industrial alliance is the most influential factor with an attribute weight of 17.7%. It reveals the fact that the competition among the global steel industry has evolved to industry-chain level and the old competing mode of fighting alone which domestic industries used to take does not work anymore. In this paper, in addition to the analysis of key success factors, a solution is also introduced and verified to provide a strategic structure and a practical action plan of technical marketing for enterprise managers. Based on technology, a new application which combines marketing manufacturing, channeling and branding is proposed to realize the industrial grand alliance as a reference for decision-making in order to strengthen industrial competitiveness. CSC, CSD, and BBI worked together and integrated 8 excellent hand tool makers to form the “hand tool grand alliance.” In July 2015, the number of customers which started sales of BBI’s products with the brand name of “Proferred,” has grown up to 682. Except for the 8 starting members of the alliance, another 6 more have joined and now a variety of hand tool products up to 14 items are being supplied. Daily turnover of the alliance has grown up to USD 4,000 since Sep, 2015 and the total order amount up to Mar , 2016 hit USD 630,000. In Apr 27, 2016, “Taiwan’s excellent hand tools development association” has been set up and incorporated in order to make sure of the operation of the hand tool grand alliance.

APA, Harvard, Vancouver, ISO, and other styles

Dissertations / Theses on the topic 'Innovative Marketing'

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles