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Pursuing A Customer-Driven Approach For Innovation And Marketing Excellence

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Author Info

  • Dumitrescu Luigi

    (Lucian Blaga University of Sibiu)

  • Stanciu Oana

    (Lucian Blaga University of Sibiu)

  • Tichindelean Mihai

    (Lucian Blaga University of Sibiu)

  • Vinerean Simona

    (Lucian Blaga University of Sibiu)

Abstract

Nowadays, innovation goes so much further than merely products. In order to thrive in this extremely competitive business environment a company needs to innovate its technologies, its business strategies, its business models, and by innovating in research. It is also about reinventing or building new markets in order to meet, satisfy and delight untapped consumer needs, wants, and desires. However, considering the new opportunities and threats that Internet, globalization, and hypercompetition have on an organization’s activity regarding selecting and executing the right ideas, right products, and delivering them through the right channels in record time, at the right prices, while promoting them through all the relevant and right communication channels to the target market.

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File URL: http://eccsf.ulbsibiu.ro/RePEc/blg/journl/622Dumitresc&Stanciu&Tichindelean&Vinerean.pdf
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Bibliographic Info

Article provided by Lucian Blaga University of Sibiu, Faculty of Economic Sciences in its journal Studies in Business and Economics.

Volume (Year): 6 (2011)
Issue (Month): 2 (August)
Pages: 19-26

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Handle: RePEc:blg:journl:v:6:y:2011:i:2:p:19-26

Contact details of provider:
Postal: Lucian Blaga University of Sibiu, Faculty of Economic Sciences Dumbravii Avenue, No.17, postal code 550324, Sibiu, Romania
Phone: 004 0269 210375
Fax: 004 0269 210375
Email:
Web page: http://economice.ulbsibiu.ro/
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Related research

Keywords: marketing research; innovation; disruptive technology; customer-driven approach; customer value;

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