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Aim of this thesis was to describe the process of introducing the new product and marketing communications of new haircolor Casting Creme Gloss from L'Oéal Paris. The right combination of marketing tools was crucial with introducing new product, especially communication mix that was thoroughly analyzed and evaluated.

Research studies on innovation tend to focus more on Process and Product Innovations (PPIs), while both Organisational and Marketing Innovations (OMIs) have been under-researched. The lack of prior research on these non-technological innovations has been attributed to poor data availability. Theoretical opinions show that OMIs could be necessary prerequisites needed to optimally utilise and deploy these PPIs. Organisational Ambidexterity (OA) has emerged to be crucial in achieving long-term organisational success. Ambidexterity in an organisational context refers to the ability to concurrently exploit current competitive advantage and explore new opportunities with equal dexterity. For firms to remain competitive and adaptive to continuous change in the business environment, OA has been noted as a necessary attribute, but research on ambidexterity at the individual level of analysis is limited. There is a lack of understanding of how individual ambidexterity at the lower-levels of the organisation affects the overall ambidexterity of the organisation. This research explores organisational context antecedents of OMIs capabilities; Organisational and Employee Ambidexterity, and identifies how individual employees in Small and Medium-sized Manufacturing and Service Organisations could contribute to the capability of their organisation to concurrently exploit present market opportunities and explore new opportunities, towards sustaining their competitive advantage. This study involves a two-phase sequential mixed methods design beginning with a qualitative exploratory research involving 15 in-depth Nigerian-based interviews. The first phase facilitated preliminary assessment of organisational context, measured by the Cameron and Quinn's Organisational Culture Assessment Instrument. This phase also aided the understanding of factors that promote OMIs capabilities and the development of themes used to design the survey instrument for the second phase. The second phase involved a quantitative study of 398 shop-floor and 202 managerial staff from Small and Medium-sized Nigerian Manufacturing and Service Organisations. This phase was characterised by descriptive and inferential statistics through Structural Equation Modelling. This aided identifying the organisational context that promotes Employee Ambidexterity (EA) and the relationships between EA; OA; and OMIs' capabilities. vi Drawing upon information-rich evidence, this study identified enablers that could promote EA; OA; OMIs; effective innovations; and sustainable organisational growth. Statistical evidence from the research findings shows that Organic Structure and Knowledge Sharing, plus a Flexible and Family-like Organisational Culture: 1. enhances Employee Ambidexterity and Level of Engagement; 2. improves employees' contributions to OA, OMIs and SMEs' growth; 3. optimises the internal capabilities of SMEs in order to promote their sustainable growth; 4. enables SMEs to search for new market opportunities and strengthen current market positions concurrently; and 5. promotes viable Manufacturing and Service SMEs that are needed to offset the prevalent public sector job losses. A framework that relates: Individual and Organisational Ambidexterity; Organisational and Marketing Innovations capabilities; and Organisational Performance, has been identified in this study. While Marketing Innovation capability and Exploitative Orientation of Ambidexterity target the short term organisational benefits, Organisational Innovation capability and Explorative Orientation of Ambidexterity address the long term competitive advantage of the organisations. Besides advancing literature on the study of Organisational Ambidexterity by combining the individual level of analysis with the organisational level of analysis, this study identifies frameworks that promote effective innovation and sustainable organisational performance through shop floor employees' contributions to Organisational Ambidexterity and OMIs in SMEs. Outcomes of this research have been eye-openers for the case organisations on how to optimally utilise their resources (people, materials, knowledge, technology and other assets) to achieve sustainable growth and long term success.

This thesis focuses on innovations and innovation management in ma-nufacturing companies. Innovation process, including marketing re-search, product developing and its market introduction, is used in par-ticular product sector of shoe protection.

This study is based on Partner X's challenges in launching an innovative replacement for rebar on the Swedish market. Swedish Construction Sales AB is working to introduce the product and the study aims to help Swedish Construction Sales AB develop an effective sales process to spread this innovation. Many companies face similar challenges, often due to a lack of sales experience. This research has focused on the application of diffusion of innovation theory in a sales process to see how it can help spread innovative products. To answer this question, one experiment with two parts was conducted and then analyzed and compared with each other. It turned out that offering the customer the opportunity to test the product, highlighting its benefits in a clear way, and demonstrating that the product is compatible in the customer's area of use and that it is not complex to use increases the commitment to the product. However, more research is needed to see if the increased response actually leads to increased sales over time. The researchers' study illustrates how theories can be applied practically to improve the sales process, contributing to a deeper understanding of how diffusion of innovation theories can be used to promote commercial success in spreading innovative products to new markets. / Denna studie grundas i Partner X:s utmaningar med att lansera en innovativ ersättning till armeringsjärn på den svenska marknaden. Swedish Construction Sales AB arbetar för att introducera produkten och studien syftar till att hjälpa Swedish Construction Sales AB utveckla en effektiv försäljningsprocess för att sprida denna innovation. Många företag står inför liknande utmaningar, ofta på grund av brist på försäljningserfarenhet. Denna forskning har fokuserat på tillämpningen av diffusion of innovation teori i en försäljningsprocess för att se om det kan hjälpa till att sprida innovativa produkter. För att få svar på denna fråga blev ett experiment genomfört med två delar som därefter analyserades och jämfördes med varandra. Det visade sig att genom att erbjuda kunden möjligheten att testa produkten, lyfta upp dess fördelar på ett tydligt sätt, visa att produkten är kompatibel i kundens användningsområde  och att den inte är komplex i användningen ökar engagemanget för produkten. Dock behövs det mer forskning för att se om den ökade responsen faktiskt leder till ökad försäljning över tid. Forskarnas studie ger en bra överblick för att se om teorier kan tillämpas praktiskt för att förbättra och underlätta försäljningsprocessen, vilket bidrar till att fördjupa förståelsen av hur teorier om diffusion of innovation kan användas för att främja kommersiell framgång för att sprida innovativa produkter till nya marknader.

The master’s thesis pursues the burning social issue of gaining energy sources for it to be provided and exploited effectively, efficiently, technically correct and economical, being up to the legal measures and human environment at the same time. Agrorobot, inc. was used as an example to draw the comparison between the current heavy appliances and the enhanced one, the co-generative unit, and the calculation requisite for the manufacturer – innovator and for the customer – investor.

Целью исследования является разработка методического подхода и рекомендаций для более эффективного определения потенциальных потребителей продукта инновационного проекта в строительной сфере. Предметом – организационно-управленческая деятельность по поиску потенциальных потребителей продукта инновационного проекта. В качестве методологического инструментария в данной работе использовались маркетинговые инструменты, а также инструменты проектного управления. Для решения поставленных задач применялись методы ранжирования и прогнозирования, экспертный и логические методы, обобщения, группировки, а также табличные и графические методы представления полученных результатов. / The aim of the study is to develop a methodological approach and recommendations for more effective identification of potential consumers of the product of an innovative project in the construction industry. The subject is organizational and management activities to find potential consumers of the product of an innovative project. As a methodological toolkit in this work, we used marketing tools, as well as project management tools. To solve the set tasks, ranking and forecasting methods, expert and logical methods, generalizations, groupings, as well as tabular and graphical methods for presenting the results were used.