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Pursuing A Customer-Driven Approach For Innovation And Marketing Excellence


  • 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)


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.

Suggested Citation

  • Dumitrescu Luigi & Stanciu Oana & Tichindelean Mihai & Vinerean Simona, 2011. "Pursuing A Customer-Driven Approach For Innovation And Marketing Excellence," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 6(2), pages 19-26, August.
  • Handle: RePEc:blg:journl:v:6:y:2011:i:2:p:19-26

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