STRATEGICZNE ZNACZENIE NOWYCH PRODUKTÓW W DZIAŁALNOŚCI PRZEDSIĘBIORSTW
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Date
2002
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Wydział Prawa i Administracji UAM
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STRATEGIC ROLE OF NEW PRODUCTS IN BUSINESS ACTIVITY
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.
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Ruch Prawniczy, Ekonomiczny i Socjologiczny 64, 2002, z. 4, s. 187-210.