NOWE PRODUKTY A TRWAŁOŚĆ KORZYŚCI OSIĄGANYCH PRZEZ PRZEDSIĘBIORSTWO
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Date
2003
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Wydział Prawa i Administracji UAM
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NEW PRODUCTS VS DURABILITY OF BENEFITS ACHIEVED BY COMPANY
Abstract
The position of a leader in an innovative activity allows creating a competitive advantage,
with a use of various functional areas. The better the ability of competitors to imitate particular
elements of the leader’s strategy, the bigger benefits from the innovation they take
over and the sooner it happens. The strategy of a new product consists of the decisions regarding
the product itself (its form, function and non-material features) and of the promotion, distribution
channels and price strategy. Each marketing tool influences the company’s ability
to generate long-term profits and to protect itself against copying by competitors. All of them
affect the perception of consumers, which is a basis for differentiating the product and allows
the innovator to set higher prices and make higher profits.
The use of various possibilities to copy marketing strategies and thoughtful investment
in avoiding being copied by competitors could both improve the situation of the company.
The author analyses the elements of the innovative strategy with regards to their influence
on the success of a new product, possibilities of copying by competitors and using those
elements in order to prolong the period in which the company benefits from its innovative activity.
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Citation
Ruch Prawniczy, Ekonomiczny i Socjologiczny 65, 2003, z. 2, s. 245-263
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ISSN
0035-9629