Commit to Continuous Improvement and Innovation
A market-driven organization must focus on continuous improvement and innovation. Companies have no alternatives apart from innovation and improvement. As it is known, organizations operate in global and intense competitive environment. Innovation and improvement are related to “newness” concept.
What does new mean for new product marketing? Newness is classified into four points of view by Kerin, Hartley, and Rudelius.30 These are as follows:
1. newness compared with existing products;
2. newness in legal terms;
3. newness from the organization’s perspective;
4. newness from consumer’s perspective.
The last way to define new products is in terms of their effects on consumption. This approach can ...
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