Achieving Performance in an Organization through Marketing Innovation

Authors: Andreea Maier, Diana Nicoară, Dorin Maier, Maria-Mihaela Suărăsan, Alexandra Anastasiu

Abstract:

Innovation is becoming more and more important in modern society. There are a lot of researches on different kinds of innovation but marketing innovation is one kind of innovation that has not been studied frequently before. Marketing innovation is defined as a new way in which companies can market themselves to potential or existing customers. The study shows some key elements for marketing innovation that are worth paying attention to when implementing marketing innovation projects. Examples of such key elements are: paying attention to the neglected market, suitable market segmentatio reliable market information, public relationship, increased customer value, combination of market factors, explore different marketing channels and the use of technology in combination with what? Beside the key elements for marketing innovation, we also present some risks that may occur, such as cost, market uncertainty, information leakage, imitation and overdependence on experience. By proposing a set of indicators to measure marketing innovation, the article offers solutions for marketing innovation implementation so that any organization can achieve optimal results.

Keywords: Innovation, marketing innovation, performance in an organization.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1058647

References:

[1] Bloch, C. (2005), Innovation measurement: present and future challenges, Paper prepared for the Eurostat Conference, "Knowledge Economy - Challenges for Measurement" Luxembourg, December 8-9, 2005.
[2] Pang, X. (2010), Marketing Innovation Implementation, Master-s Thesis in Logistics and Innovation Management, University of Gävle
[3] ***, (2011), Creative trainer, Modul: ÔÇ×Innovation Management" pp. 1- 104.
[4] Disselkamp, M. (2005), Innovationsmanagement, Instrumente und Methoden zur Umsetzung im Unternehmen.
[5] Camelo, C. (2010), Strategic consensus top management teams and innovation performance, International Journal of Manpower, vol. 31, nr.6, pg. 678-695.
[6] Brad, S. (2006), Manualul de Bazâ al Managerului de Produs ├«n Ingineria si Managementul Inova╚øiei, Editura Economicâ, Bucure╚øti.
[7] Tripon, A. (2002), Managementul inovârii: sinteze ╚Öi aplica╚Öii, Ed. Universitâ╚øii Petru Maior, Targu - Mures.
[8] Benitez-Amado, J. (2010), Information technology - enabled intrapreneurship culture and firm performance, Industrial Management & Data, vol.110, nr. 4, pg. 550-566.
[9] Arpaci, I. (2010), E-government and technological innovation in Turkey, Transforming Government: People, Process and Policy, vol. 4, nr. 1.
[10] Brad, S. (2010), Ingineria si Managementul Inovârii, (curs- Univeristatea Tehnicâ, Cluj- Napoca)
[11] Zhao, S. (2007), Study on the Patterns of Marketing Innovation of Enterprise.
[12] Anastasiu, L. (2012), The Impact of E-Learning on Human Resources Effectiveness in Higher Education, The 7th International Conference in Higher Education - QMHE, Iasi, Romania.
[13] Anastasiu, L. (2009), How thw Changing of Technology Can Become a Motivating Factor in Human Resources Management, The 5th International Conference in Higher Education - QMHE, Alexandroupolis, Greece.
[14] Moga, I., Munteanu, C., Moga, L. (2005), The thermo-technical phenomena in the intersection of an outer-wall with an in-between floor, Conferin┼âa Interna┼âionalâ IASTED "Modelling and Simulation" Cancun, Mexic, 18- 20 Mai, 2005, pp. 438- 445, ISBN: 0-88986-496-9, ISSN: 1021-8181.
[15] Moga, I., Moga, L., (2009), The simulation of the heat transfer phenomenon at thermal insulated walls, Conferin┼âa Interna┼âionalâ IASTED "Modelling and Simulation", Banff, Alberta, Canada, 6- 8 Iulie, 2009, ISBN: 978-0-88986-798-7.
[16] Maier, A., Brad, S., Fulea, M, Nicoarâ, D., Maier, D. (2012), A proposed innovation management system Framework - A solution for organizations aimed for obtaining performance, International Conference on Management, Business, Economics and Finance, 28-29 November 2012, Paris, France.