Rozwój innowacji produktowych. Rola konsumenta
The Development of Product Innovations in Terms of Marketing

Summary/Abstract: The article presents marketing involvement in the innovative product developmentprocess. From this perspective a customer is the key element justifying marketing commitment.A customer becomes a binder for two key areas, R&D and marketing. Both departmentsshould consolidate their efforts to understand innovative product buyer requirements.In order to increase customer’s degree of acceptance, it is important to enable theirinvolvement in all process stages and in close co-operation with the above-mentioned departments.To make it more effective, marketing departments competences in the areas ofinnovation management should be increased.

• Details
• Contents