The Causes of Market Innovation Risk and the Application of a Proper Management Mode
Market innovation, an integral part of enterprise innovation, is the key factor in the sustainable development of the enterprise and in the enhancement of its core competitiveness. However, market innovation of enterprise is still in exploration and risks are inevitable. Based on the analyses of enterprise market innovation and market innovation risks, this article blazes a new path in the research which divides the risks in enterprise market innovation into five categories covering product innovation, price innovation, marketing innovation, demand innovation, and institutional innovation. Definitions are given on each kind of risk, risk point, and the causes of the risk. The influences of the risks on business and the formation of the risks are discussed. Further, the management mode of market innovation risks are explored from a macroscopic perspective on the basis of the studies of the features of market innovation risks.
Zhang Zhengyi
School of Management,Wuhan University of Technology,Wuhan,430070,P.R.China
国际会议
The 7th International Conference on Innovation and Management(第七届创新与管理国际会议 ICIM 2010)
武汉
英文
621-625
2010-12-04（万方平台首次上网日期，不代表论文的发表时间）