Marketing Innovations and Modernisation of Value for Customer in the Market of High Technology Products
Marketing Innovations and Modernisation of Value for Customer in the Market of High Technology Products

Summary/Abstract: The goal of the paper was to determine the influence of marketing innovations implemented by manufacturers of high technology products on modernising the value offered to the customer. The research methods included critical analysis of the literature on marketing and innovations, documentary method, and the case research method. The research was complemented with primary studies with the use of observation method. The results of the research proved that manufacturers introduce the largest number of innovations in products (technological innovations are correlated with marketing ones) and in marketing communication. They enable modernisation of general value for the customer both at the stage of buying and product use (this is about a new and improved value). New solutions in the sphere of distribution and pricing (while pricing innovations are implemented least frequently) significantly affect the value for the customer at the stage of buying. Some innovations in products can cause the phenomenon of “feature fatigue” in consumers and, as a consequence, decrease the value perceived by them. The knowledge of the impact of particular marketing innovations on value for the customer allows for more efficient and effective management of products in the market by their manufacturers (practical implications). From the perspective of social implications, marketing innovations may improve consumer’s functioning in their private and business life.

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