Zugl.: Erlangen, Nürnberg, University, Diplomarbeit, 2006 u.d.T.: Koolman, Klaas: Der Fit zwischen Markenprofilen und Ausprägungen von Marketinginnovationen.

<p>Innovation is becoming more and more important in modern society. There is a lot of research on different kinds of innovation. Marketing innovation is one kind of innovation that has not been studied frequently before. One useful definition of marketing innovation is new ways which companies can market themselves to potential or existing customers (Halpern, 2010). This thesis focuses on the implementation process of marketing innovation. The research questions are: Which elements will be helpful or obstructive to the implementation process of marketing innovation? How will these positive or negative aspects affect the implementation of marketing innovation projects? How can the implementation of marketing innovation projects be improved? When implementing marketing innovation projects, compared with product innovation projects, what are the differences and similarities? The thesis is built on a literature study on marketing innovation and a case study of a marketing innovation project in the Chinese pharmaceutical company Guizhou YiBai Pharmaceutical Co.Ltd. A Chinese company is chosen because China‟s innovation practice needs improvement and theories which take China as background to guide the implementation process of innovation. The study shows some key elements for marketing innovation that are worth paying attention to when implementing marketing innovation projects. Examples of these key elements found are; paying attention to the neglected market, suitable segmentation of the market, reliable market information, public relationship, increased customer value, combination of market factors, explore different marketing channels and the use of technology in combination. Especially the use of technology can positively affect the implementation of marketing innovation. This thesis also presents some risks that may occurred in marketing innovation, like cost, uncertainty of market, information leakage, imitation and overdependence on experience. If comparing marketing innovation with product innovation there are many common points, but during the implementation process, the focus is different. A focus on the external environment seems to be more important in marketing innovation implementation. At last, this thesis concludes that the development situation of China‟s innovation practice is immature which is shown by the heavy reliance of experience and not theory in innovation projects. A reason for this is that innovation theory, which is taking the context of China in consideration, is lacking but are highly needed.</p>

Innovation is becoming more and more important in modern society. There is a lot of research on different kinds of innovation. Marketing innovation is one kind of innovation that has not been studied frequently before. One useful definition of marketing innovation is new ways which companies can market themselves to potential or existing customers (Halpern, 2010). This thesis focuses on the implementation process of marketing innovation. The research questions are: Which elements will be helpful or obstructive to the implementation process of marketing innovation? How will these positive or negative aspects affect the implementation of marketing innovation projects? How can the implementation of marketing innovation projects be improved? When implementing marketing innovation projects, compared with product innovation projects, what are the differences and similarities? The thesis is built on a literature study on marketing innovation and a case study of a marketing innovation project in the Chinese pharmaceutical company Guizhou YiBai Pharmaceutical Co.Ltd. A Chinese company is chosen because China‟s innovation practice needs improvement and theories which take China as background to guide the implementation process of innovation. The study shows some key elements for marketing innovation that are worth paying attention to when implementing marketing innovation projects. Examples of these key elements found are; paying attention to the neglected market, suitable segmentation of the market, reliable market information, public relationship, increased customer value, combination of market factors, explore different marketing channels and the use of technology in combination. Especially the use of technology can positively affect the implementation of marketing innovation. This thesis also presents some risks that may occurred in marketing innovation, like cost, uncertainty of market, information leakage, imitation and overdependence on experience. If comparing marketing innovation with product innovation there are many common points, but during the implementation process, the focus is different. A focus on the external environment seems to be more important in marketing innovation implementation. At last, this thesis concludes that the development situation of China‟s innovation practice is immature which is shown by the heavy reliance of experience and not theory in innovation projects. A reason for this is that innovation theory, which is taking the context of China in consideration, is lacking but are highly needed.

Diss. Univ. Kiel, 1999.

Innovativeness is one of the fundamental instruments of growth strategies that provide companies with a competitive edge. Only a few recent studies have examined marketing innovation and the factors that might encourage its adoption. This study investigates the factors that motivate marketing innovation and examines whether the occurrence of marketing innovation varies across industry sectors. This study uses data from surveys and a nationwide census conducted by Statistics Canada. They include: the Survey of Innovation and Business Strategies (SIBS) 2009, the Survey of Innovation and Business Strategies (SIBS) 2012, the Business Registry (BR) and the General Index of Financial Information (GIFI). Multilevel (random-intercept) logistic regression modelling is employed. The results show that if a firm has a strategic focus on new marketing practices, maintains marketing within its enterprise, acquires or expands marketing capacity, has competitor and customer orientations, and adopts advanced technology then it is more likely to carry out marketing innovation. However, breadth of long-term strategic objectives and competitive intensity do not have significant impacts on marketing innovation. In addition, product innovation and organizational innovation occur simultaneously with marketing innovation, but process innovation may not. Lastly, the occurrence of marketing innovation is found to vary across industry sectors. The theoretical and empirical implications of the results are discussed within this study.

The thesis summarizes existing mathematical models for discontinuous innovation diffusion and differences vs. continuous innovation. It describes and analyzes what the difference between WOM marketing and viral is. It evaluates existing mathematical models for information spreading through viral marketing and analyze why successful viral marketing remains rare case. Analyze which marketing messages do spread virally and depict major reasons why.

The thesis focuses on an analysis of the specific innovation project and the follow-up evaluation of the innovation process in a medium-sized company. It follows by an analysis of resources which results into the proposing of the specific further development of innovation strategies. The theoretical part is aimed at an analysis of the scientific literature, which is mainly focused on the theory of innovations, innovations strategies and innovation processes. The practical part is aimed at detailed description of the specific innovation project, as well as its criticism and the possibility of extending the project to other areas.

The main objective of this thesis is to study the impact of Apple Inc. innovation activities on its successful performance. Specification of this goal implies the existence of a direct relationship between the development of company's net sales and the development of its market value. The thesis is divided into theoretical and practical part where the theoretical part is focused on the issues of invention and innovation, the innovation process and, last but not least, the link between innovation, strategic management and marketing. The theoretical part also defines the understanding of the term "successful performance of the company" in accordance with the main objective of this thesis. The practical part is focused on the application of gathered knowledge. It aims to assess the impact of innovation activities on the development of Apple Inc. net sales and to analyze the competitive position of its major product categories in the context of individual markets. Furthermore, the practical part is focused on Apple Inc. market capitalization, as a defined indicator of the company's success, its historical position and comparison with major competitors in the technology industry. Applying the method of linear regression analysis, the final section of the thesis evaluates the existence of the relationship described above and provides a possible product innovation charter of Apple Inc.

Cílem diplomové práce je analýza marketingových nástrojů použitých firmou XAX a následně vyhodnotit a navrhnout zvýšení jejich efektivity. Popis strategie společnosti a faktory ovlivňující budou identifikovány. Práce obsahuje návrhy a doporučení na zvýšení efektivity marketingových nástrojů dané firmy v oblasti High-tech odvětví.

Cílem diplomové práce je analýza marketingových nástrojů použitých firmou XAX a následně vyhodnotit a navrhnout zvýšení jejich efektivity. Popis strategie společnosti a faktory ovlivňující budou identifikovány. Práce obsahuje návrhy a doporučení na zvýšení efektivity marketingových nástrojů dané firmy v oblasti High-tech odvětví.