EVALUATING ENTERPRISE AGILITY – AN EXPLORATORY RESEARCH ON CONSUMER BEHAVIOR INDICATORS

Starting from a model of the factors which are directly involved in the consumer’s buying behavior – brand image, the perception of purchase risk, the attitude towards the product category and, in this context, the attitude towards the brand, the buying iAgile enterprise, exploratory research, focus group, brand image, customer preferences, buyer risk, customer attitude, buying intentions, post-purchase satisfaction.

CONSUMER BEHAVIOR AND ENTERPRISE AGILITY – A MODEL OF THE SURVEYED INDICATORS

Enhancing the agility of the response to market demands is one of the most desirable qualities for the management of today’s enterprise, which is facing an unstable environment, with abrupt, frequent and unpredictable changes. The paper proposes a model oAgile enterprise, customer value, marketing research, brand image, customer preferences, buyer risk, customer attitude, buying intentions, post-purchase satisfaction

EVALUATING ENTERPRISE AGILITY – AN EXPLORATORY RESEARCH ON CONSUMER BEHAVIOR INDICATORS

Starting from a model of the factors which are directly involved in the consumer’s buying behavior – brand image, the perception of purchase risk, the attitude towards the product category and, in this context, the attitude towards the brand, the buying

MARKETING AND INNOVATION – A RELATIONSHIP APPROACH

This paper deals with innovation from a relationship marketing perspective, the company's ability to maintain interactions with its stakeholders, to take advantage from the information achieved, and this way to create new products and generate loyalty through customer satisfaction. The analysis of innovation from a relationship establishment standpoint can only be viewed interdisciplinary at its core, with research and development, design, management, and marketing being symbiotically combined, with focus on stakeholders’ involvement. The paper reviwes the most significat literature in the area. There is a two-way connection between relationship marketing and innovation. On one hand, the newly launched product, conceived together with the stakeholders, is likely to generate satisfaction and, hence, customer loyalty and retention, with all known positive consequences. On the other hand, the repeated satisfaction felt by the stakeholder encourages him to expect even more from the innovative organization in what concerns the successfully launched new products. This way, the effective stakeholder involvement in the value creation process provides a strong basis for further innovation

RELATIONSHIP MARKETING IN THE INNOVATION PROCESSES

Inspired from the context of business-to-business markets, relationship marketing in the context of innovation have been expanded more and more to the consumer markets as well. The paper starts with a review of several most relevant studies on relationship marketing-innovation topic, from the first references to the current complex approaches. The effective stakeholder involvement in the value creation provides a more fertile ground for further successful innovations. All of the variables generating the success of a relationship marketing approach – trust, commitment, communication, seller’s customer orientation and empathy, experience and satisfaction a.s.o. – are also involved, with specific particularities, in the management of the innovation and new product development processes. The paper also outline the different perspectives to understand the relationship marketing-innovation approaches, coming from the product type, its business-to-business or business-to-consumer settings, the specific industry, the actual stage of the market evolution – emerging or mature –, the level of technological novelty as dimension of technological uncertainty, the position/ status and role of stakeholders as part in the relationships, the state of the new product development process in which the interactions occurs or special issues like sustainable innovation, for profit and not-for-profit areas etc

CONSUMER BEHAVIOR AND ENTERPRISE AGILITY – A MODEL OF THE SURVEYED INDICATORS

Enhancing the agility of the response to market demands is one of the most desirable qualities for the management of today’s enterprise, which is facing an unstable environment, with abrupt, frequent and unpredictable changes. The paper proposes a model

RELATIONAL MECHANISMS IN INNOVATION CO-CREATION

Increasingly, producers and customers establish relationships to mutually undertake the development of an innovative product. Consequently, it will be always of interest for an innovative company to know the degree to which different related suppliers are willing to form partnerships by participating in its new product development process. Several managerial implications flow from the link between relationship marketing and innovation processes, ranging from tactical product-related decisions to strategic competitor-related decisions, usually made in a relatively short period of time. Dedicated customer relationship systems track the interactions with customers and improve the flow of ideas for new products. When trying to develop long-term customer relationships, the ability to provide superior value to stakeholders is a must. Through carefully conducted relationships, customers are linked with the innovation company during the entire innovation process, and create a space for mutual understanding, learning and value co-creation. In order to co-create business value through online, also combined with offline innovation-related activities, customer orientation should be implemented throughout the organization – its culture, their systems, including the whole range of interactions

Multi-dimensional Understanding of the “Product” in the Marketing Decision Process

The paper starts from the observation that students often experience difficulties in identifying the complete set of aspects involved in making product decisions, but also in understanding the correlations established between these elements. The review of the information required by product management reveals a set of interrelated aspects among which the most important refer to: product category; the needs that the product addresses; usage situations and fields; the product life cycle; seasonality of manufacturing/purchasing/usage; the path from technical features, such as attributes and functions, to the benefits (advantages) for the client; “total product”; the set of related products; the tangible/intangible relationship a.s.o. The paper may be used as a checklist to identify the requisite steps in the multidimensional research, which precedes the decision process of the product marketing.Product; marketing; need; product life cycle, total product; service; associated (complementary) product