STRATEGICZNE ZNACZENIE NOWYCH PRODUKTÓW W DZIAŁALNOŚCI PRZEDSIĘBIORSTW

Abstract

The motivation to launch new products on the market and introduce new technical and organisational solutions certainly follows from the strategic role of new products. Actions taken to create and launch new products certainly strongly affect the manner and efficiency of using the resources of a company. Besides, these actions also have an effect on resource allocation on the market scale. Above all, the strategic role of new products is connected with their influence upon both the content of company strategy and the chosen way of implementing this strategy. This is because the preparation and commercial utilization of new solutions can be a goal in itself because of its pursuing benefits. However, its influence upon the position of a given company in the environment makes it useful to realize also some more general goals. Critically reviewing some of the views presented by other Polish and foreign authors (such as A. J. Almaney, M. E. Porter, G. S. Day, M. K. Starr, J. Altkom), the author analyses the significance of new products as a weapon against the competition, also discussing the aspects of market competition strategies and companies’ marketing activities.