Achieving Performance in an Organization through Marketing Innovation
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.
[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.
[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.
@article{"International Journal of Business, Human and Social Sciences:52298", author = "Andreea Maier and Diana Nicoară and Dorin Maier and Maria-Mihaela Suărăsan and Alexandra Anastasiu", title = "Achieving Performance in an Organization through Marketing Innovation", 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.", volume = "7", number = "4", pages = "874-4", }