The interplay of product and marketing innovation as an internationalization factor
Η διασύνδεση καινοτομίας προϊόντων και μάρκετινγκ ως παράγοντας διεθνοποίησης
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Keywords
Καινοτομία ; Μάρκετινγκ ; Διεθνοποίηση ; Καινοτόμο προϊόνAbstract
The purpose of the work is to study how a product/service is internationalized and how innovation marketing can help in this process.
The research tool of the research was the questionnaire which was prepared for the purpose and study of the research questions. At the beginning 10 questions created by the researcher and assessing the internationalization of the companies' products/services. Then there are the 21 questions of Aksoy's (2017) survey that similarly studied this issue. At the end there are questions about the socio-demographic characteristics of the sample. These were gender, age, marital status, position within the company, educational level, years of service, size of the company and whether it is a family business.
The sample of the research consists of 100 people who work in companies from the Panhellenic exporters and in all associations of commercial companies from SEVE - workers' association. The sample was random.
The results of the survey showed that the majority of the participants were men, aged 40-50, married and holders of a master's degree. They were managers and had 16-20 years of experience. The company they worked for was family-owned and employed 49 employees.
Started exporting products/services 21 or more years ago. The percentage of revenues coming from exports was 60%. They export products/services to up to 10 countries. There was prior export experience. The main reasons that led the company to export were its growth, vision and internationalization of the product. There are no people in R&D dedicated exclusively to innovation. In most companies they have adapted the already existing products/services to promote abroad. Customers and distributors seem to have helped internationalize the product. The majority of participants did not know the percentage of their business in the overall industry. The main factors hindering exports appear to be higher costs, bureaucracy and the commodity sales network.
In conclusion the internationalization of the product depends on different variables. Careful planning through innovation marketing is capable of creating products that satisfy customer needs.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων για Στελέχη (Executive MBA)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
101Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα