Маркетинговый потенциал при внедрении инноваций и запуске новых продуктов
Эта работа посвящена исследованию того, как маркетинговый потенциал компании способствует возможностям компании получать прибыль от своих инноваций. В данной работе были рассмотрены российские ИТ компании и исследовано отношение между маркетинговым потенциалом и результативностью таких компаний, а также вопрос о том, как маркетинговый потенциал в сфере ИТ может влиять на ее результативность организации учитывая посреднический эффекта инновационной деятельности и процессов. В контексте российской ИТ-индустрии были проанализированы малые и средние предприятия. Используя методы факторного анализа (EFA, CFA) и моделирования структурных уравнений (SEM), в данной работе была взята за основу уже существующая концепция измерения маркетингового потенциала компании, которая была использована в предыдущих исследованиях, и на ее основе были выявлены новые паттерны и характеристики модели, которые были характерны для компаний ИТ-индустрии в РФ. Таким образом, компании уделяют свое внимание и ресурсы не просто на разработку новых продуктов и инноваций, но и на превосходство в инновационном плане и технологическое лидерство на рынке. Также большое для компаний играют возможности продвижения и поддержки и сервиса для клиентов в этой области. Характеристика со стороны компаний показала показали переход от традиционных способов продвижения к более персонализированным инструментам интернет и онлайн-продвижения, а во взаимоотношении с клиентами в отрасли акцент делается на удержании клиентов, а не на привлечении новых клиентов и высоких лидах. Также, в целом, исследование размера ИТ-компаний и эффект маркетингового потенциала на инновационные процессы не выявило принципиальных различий среди представителей малых и средних предприятий в отрасли.
INTRODUCTION ………………………………………………………………………………………………………….7 CHAPTER 1. THEORETICAL BACKGROUND………………………………………………………….10 1.1 Marketing capabilities ……………………………………………………………………………………………………..10 1.2 Effectiveness of innovation and new product development and company’s performance…….13 1.3 Broader scope of studies: globalization, export performance, mediation effect……………………16 1.4 Entrepreneurship orientation and SME ……………………………………………………………………………19 1.5 Summary on the literature review and research hypotheses formulation……………………………22 CHAPTER 2. METHODOLOGY …………………………………………………………………………………25 2.1 Constructs ……………………………………………………………………………………………………………………….25 2.2 Questionnaire and data collection …………………………………………………………………………………….29 2.3 Method of analysis……………………………………………………………………………………………………………32 CHAPTER 3. Empirical results and discussion ……………………………………………………………..34 3.1 Descriptive statistics…………………………………………………………………………………………………………34 3.2 Exploratory factor analysis (EFA) and Confirmatory factor analysis (CFA) ………………………37 3.3. Structural Equation Modeling …………………………………………………………………………………………43 3.4 Research findings and discussion………………………………………………………………………………………46 3.5 Managerial and theoretical implications……………………………………………………………………………49 3.6 Limitations and recommendations for further research …………………………………………………….50 REFRERENCES ………………………………………………………………………………………………………….51 APPENDIX ………………………………………………………………………………………………………………….59
It is important to say that nowadays innovations became the key success factor for company’s long-term success and development especially in the age of global economy. The development and introduction of marketing innovations in present market conditions is the only way to maintain high rates of development and increase the competitiveness of organizations, their product and services and their own brand. Marketing innovations focuses on fully satisfaction of consumer needs, opening new sales markets in order to increase sales and attract customers, which are the key to successful development of the organization. To keep up with the rapidly changing market and customer needs and contribute to the most effective performance, companies need to constantly work on new products, technologies, innovations and relations with the world outside. The key aspect in handling this situation and solving upcoming problems is innovative marketing activity, which has become the core of corporate competitive strategies of most of companies in modern world.
The relevance of this topic is determined by the fact that the development and implementation of marketing innovations can be seen as the only way to increase their competitive advantage and maintain high rates of development. So, innovation is recognized as an important factor to compete in the international area but extremely difficult to regulate in effective way.
Second point here is that the process of investment in companies’ capabilities development can deplete its resources and may reduce the chances of firm to survive in the short-run. Therefore, the ability to determine key marketing capabilities and recognize their individual contribution to innovation processes is of great importance.
Another relevance point comes with the fact that findings obtained during this research can have strong implications for future managerial actions and effective resource allocation concerning specific marketing capabilities.
Furthermore, the literature is silent on the role of marketing in facilitating firms profiting from innovation and the fact how firms nurture and build their marketing capabilities.
Broad range of works were devoted to marketing capabilities and their influence on different aspects of organization’s business environment, it’s specific issues and dimensions and also company’s performance as a whole. This literature review will shed some light on the issue regarding marketing capabilities of the company and its impact. In this study the reviewing of existing literature can help to overview the areas investigated before and reveal the existing
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research gap in this field. Also, this will be a sustainable basis for identifying and emphasizing future research questions regarding this study.
In light of this research, it is important to highlight that innovations are the key success factor for company’s long-term success and performance especially in the age of increasing economy. In this regard some points of research gap should be noted for further thoroughly research of this topic.
First on of all, there is a lack on analysis in this field regarding Russian IT companies. It is extremely important to analyze this situation in terms of prospects and opportunities of the Russian hi-tech market with regard to Russian companies and its key features and specifics. Nowadays Russian market comes up with more and more companies developing in the IT environment. It is particularly important that most of these companies are small and medium- sized enterprises, which encourages further development of this topic in order to additionally support Russian companies in the market and contribute to their sustainable development.
Secondly, there is an absence of correct maintenance of innovation statistics regarding the topic of innovation processes. So, one of the key problems in activating the innovation activity of small and medium-sized enterprises, which are already less paid attention by the researchers in the scientific field, is the correct maintenance of innovation statistics information, i.e. their proper operational accounting, which gives an idea of the real situation in the industry and can help to formulate support measures, effective targeted assistance and so on. It should be borne in mind that small enterprises as well as the large companies can also introduce marketing and organizational innovations and contribute to the market, but they remain beyond the consideration of this problem and calculations. SMEs have an engine function for economy and industry of the countries so this issue also should be addressed.
Thirdly, and lastly, despite the fact that previous studies have indicated the common ground of the importance of marketing capabilities and technological capabilities, and their influence on company’s performance, the gap in the literature concerning company’s ways to mobilize marketing and technological capabilities into organizational innovation still exists.
In this way, apart from the basic concepts and theories there are some research question that should be covered in further research. So, the research questions cover the following aspects:
1. What is the relationship between marketing capabilities and company performance for IT companies?
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2. How IT company’s marketing capabilities can influence its performance regarding the mediator effect of the effectiveness of innovations and new product development?
3. How IT company’s size can influence the effect of marketing capabilities on innovation
processes?
The main aim of this research is to reveal how marketing capabilities enhance firm’s ability to profit from innovation. It’s important to analyze the effect of marketing capabilities on organization’s innovation processes and also examine whether there is a correlation between different marketing capabilities with its innovation activities and performance.
So, the subject of this study is company’s marketing capabilities, its innovation processes and procedures of launching new products. The object of this study is different Russian companies from IT industry.
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