Market Researches which Are Conducted for Introduction of New Product on the Market

At introduction of new product there are many risks which threaten success of goods in the market. To minimize risk, it is necessary to use the correct marketing of a new product, the correct receptions which are capable draw the attention of consumers on just appeared, little-known a product, to make it demanded and it is bought. The main thing, to each business to find the effective strategy of development and advance of a new product. Marketing of a new product differs from traditional market researches. And, first of all, differs in the fact that the assessment of prospects of a new product at stages of its development is carried out in the absence of the market, at total absence of consumers. It creates certain difficulties and increases the probability of mistakes in researches. There are many marketing techniques of advance of new products and services in the modern market. Therefore to businesses and businessmen, for advance of a new product it is necessary to study, first of all, and to effectively use the existing marketing arsenal. Of course, each businessman has to bring the nuances in the experienced methods of marketing. To adapt these receptions for the concrete business, for the marketing of a new product. Keywords: Market researches, new goods, marketing of new goods, technique of promotion of goods, trial marketing, experiment

Absorptive capacity, marketing capabilities, and innovation commercialisation in Nigeria

Purpose The purpose of this paper is to investigate how specialised capabilities including absorptive capacity and marketing capabilities influence innovation commercialisation in manufacturing and service firms in Nigeria. The authors hypothesise that absorptive capacity measures including openness and formal training for innovation, and marketing capabilities encompassing new product marketing and marketing innovation are positively associated with innovation performance. Design/methodology/approach The authors examine commercialisation of innovation within the profiting from innovation (PFI) and dynamic capabilities (DC) framework and use data from the 2012 Nigeria Innovation Survey to test the hypothesis by means of a Heckman sample selection model. Findings The authors find that absorptive capacity measures comprising openness and formal training are positively associated with innovation performance. The authors also find that marketing capabilities as indicated by new product marketing and marketing innovation are positively associated with innovation performance. Research limitations/implications The authors acknowledge that firms undergo continuous changes and that there may be the presence of unobserved or unmeasured heterogeneity. Taking into cognisance that Nigeria is a federal state, cultural diversity and economic factors are likely to differ widely between geographical regions. Also, while the proposed conceptual framework offers a deeper understanding of innovation performance, examining how integrating activities of the R&D department, human resource department and marketing department affect innovation commercialisation is likely to provide more meaningful insights. Practical implications The role that inter-organisational learning and intra-organisational learning play in driving innovation performance provide managers with a basis for incorporating absorptive capacity building programs that boost employees’ ability to recognise and apply valuable external knowledge to commercial ends. Similarly, firms may benefit from offering marketing capabilities development programs. Furthermore, innovation policies in Nigeria are generally designed to focus on fostering innovation activities aimed at developing innovative output. Accordingly, government support explicitly targeting new product marketing and marketing innovation is likely to play a vital role in the successful commercialisation of innovation in Nigeria. Originality/value This study fuses the PFI and DC framework to examine why innovating firms may not necessarily succeed. This area of study has received scant attention in sub-Saharan Africa given that extant literature focusses on value creation as opposed to value capture.

Implementation of the IMZD Approach (IMZD as the Integrative Maturity Capability Model) in the Performance of a New Product Process

The publication sets out to propose a new research approach – one that could significantly improve the maturity measurement of product innovation processes in businesses. As detailed here, the concept for measuring the maturity of an innovation and new product marketing process reflects a specific research attitude towards new product development. Importantly, too, the concept sees those approaches as guiding and directing the studies into the matrix- and grid-based methods, which are developed using new analytical tools. What is presented here is an overview of methodologies with their relevant techniques and procedural algorithms (methodology in a pragmatic sense).

IMPLEMENTASI KOMUNIKASI PEMASARAN PADA PRODUK HASIL OLAHAN LIMBAH BOTOL PLASTIK DI KOTA MALANG

Marketing communication has an important role in new product marketing process to inform dan promote the existing products. This research was focused and aimed to identify the implementation of marketing communication on recycle product from plastic bottles trashes at Malang. The research is descriptive qualitative and data was collected by quesionaire and observation. The result shows that producers of recycle product plastic bottles trashes have already implemented four marketing communication programs consist of advertising, sales promotion, publicity, dan personal selling. However, they have not implement direct marketing yet because lack of human resuorces.

Never innovate to compete rather innovate to change the rules of the game

Subject area New product development and introduction, Marketing. Study level/applicability The case is suitable for post-graduate students in management, or in their final year. The case is intended for those business school students who are familiar with the basics of marketing management and are going through a course on new product development. The level of difficulty for post-graduate management students as far as this case is concerned is medium to high. The case can be a part of the following courses in marketing; new product marketing; technology marketing; brand management (how to build a technology brand). Case overview The case concerns a computing technology company – Novatium Solutions – that has developed a new product, an affordable computing system, and is looking at ways of marketing it. The product offering in the initial stages is just hardware with limited local processing abilities that needs to be connected through a wire to a telecom broadband player to provide the internet browsing facility. As the case progresses, the product evolves into upgraded and newer formats. The theme of the case is intended to be new product marketing in a technology sector. Expected learning outcomes The following will be the learning outcomes for this case; new product process and marketing in a technology company (compared to non technology consumer product company); bringing customer orientation to a product technology company; the role of a marketing head in a new product company; and building a retail brand for an affordable technology product. Supplementary materials Teaching notes are available; please consult your Librarian for access. The teaching notes provide adequate questions and answers (four assignment questions and three class discussion questions) so that faculty members need not look beyond these to give student projects or assignments.