The Choice Model of Marketing Innovative Patterns Based on Capabilities and Environment
Marketing innovation is not only the inevitable result of market competition, but also the essential instrumentality to survive in competition. Appropriate marketing innovative patterns can contribute to the success of innovative activities. Therefore, this article introduces the signification and process of marketing innovation and defines marketing capabilities by dividing it into marketing innovative and market ing executive capabilities. Then the art icle analyzes the four key factors that exert influence on the choice of marketing innovative patterns: marketing innovative capabilit ies, marketing executive capabilities, environment of market ing competition and linkage breadth with others. At last, the article chooses market ing innovative patterns by using cobweb model diagram to integrate these four factors.
marketing innovation innovative capabilit ies choice of patterns cobweb model
Qin Dezhi Guo Minna
School of Business & Tourism Management, Yunnan University, Kunming, P.R.China, 650091
国际会议
4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)
武汉
英文
1392-1396
2009-08-22（万方平台首次上网日期，不代表论文的发表时间）