Process and Product Innovations as Marketing Strategy Tools of Organizations
Process and Product Innovations as Marketing Strategy Tools of Organizations

Author(s): Vilyana Ruseva
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: marketing strategy; innovation process; product innovation
Summary/Abstract: In the last few decades, the world industry has witnessed a turbulent development due to new technologies, leading even to the creation of new types of entrepreneurship. The purpose of this report is to discover the importance of innovative activities as an element of the organization’s marketing strategy for successful and sustainable development. The report provides a brief literature review of the main concepts applied in practice in the organization: innovation, product innovation and process innovation. In addition to clarifying the meaning of these concepts, the author also aims to highlight the effect of adding value to already existing products or services in order to improve company productivity and competitiveness. Based on a survey conducted on 150 enterprises in South-Eastern Bulgaria, the research seeks to shed light on what is the attitude of management towards the process and product innovation base and the degree of their positive impact on the strategic company on the innovation focus process.

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