MARKETING FOR INNOVATION, INNOVATION, PART 2 OF 3

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MARKETING FOR INNOVATION, INNOVATION, PART 2 OF 3

Tags: virtual assistance, virtual assistant, assistente virtuale, adjointe virtuelle, assistante virtuelle, french virtual assistant, italian virtual assistant, assistente virtuale inglese, assistente virtuale francese, assistente virtuale marketing, assistenza virtuale, assistente virtuale francia, assistente virtuale inghilterra, assistente virtuale bilingue

Description: MARKETING FOR INNOVATION, INNOVATION, PART 2 OF 3

This presentation (vs. 2) is split into three parts:
Part I, Introduction
Part II, Innovation
Part III, Marketing

MARKETING FOR INNOVATION, Catherine Gason, International Marketing Consultant and Virtual Assistant

MARKETING POUR L’INNOVATION, Catherine Gason, Consultante et Assistante Virtuelle Plurilingue

MARKETING PER L’INNOVAZIONE, Catherine Gason, Consulente ed Assistente Virtuale Multilingue

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MARKETING FOR INNOVATION, INNOVATION, PART 2 OF 3

  1. 1. Multilingual MarketingCatherine Gason Consultant & Virtual Assistant Marketing for Innovation INNOVATION Part 2 of 3
  2. 2. MARKETING AND INNOVATION“There is only one valid definition of business: to create a customer… Because it is its purpose to create a customer, any business enterprise has two – and only these two – basic functions: marketing and innovation” Druker P.F., The Practice of Management, 1954
  3. 3. INNOVATION AND MARKETING INNOVATION MARKETING New product, Create value for new process or the innovation major Increase the value technological Communicate the modification to value products and processes
  4. 4. INNOVATION New products, new processes and major technological modifications to products and processes
  5. 5. INNOVATIONAn innovation is consideredperformed if it is introduced to themarket (product innovation) orimplemented in the productionprocess (process innovation).
  6. 6. INNOVATION VS. INVENTION INNOVATION INVENTION initial creation of commercialization something new of an invention by• producing and marketing a new Innovation is good or service invention plus• by using a new exploitation process
  7. 7. TYPES OF INNOVATION• Continuous vs. Discontinuous• Radical vs. Incremental and Disruptive• Architectural vs. Component• Competence-Enhancing vs. Competence-Destroying
  8. 8. TYPES OF INNOVATIONContinuous innovation: little disruptive impact on behaviour patternsDynamic continuous innovation: no new consumption patterns but creation of a new product or alteration of an existing oneDiscontinuous innovation: establishment of new behaviour patterns and creation of previously unknown products
  9. 9. TYPES OF INNOVATIONIncremental innovation: only a minor change from (or adjustment to) existing practicesRadical innovation: new and different products and/or processes The radicalness of an innovation is the degree to which this innovation is new and different from previously existing products and processes.
  10. 10. INNOVATION AND MARKETINGDisruptive innovations are typically innovations in marketing terms A disruptive innovation disrupts an existing market and creates a new market.
  11. 11. TYPES OF INNOVATIONA component innovation (or modular innovation) affects one or more components of a product system without significantly affecting the overall designAn architectural innovation affects the overall design of the system or the way components interact
  12. 12. TYPES OF INNOVATIONCompetence-enhancing innovation builds on the firm’s existing knowledge baseCompetence-destroying innovation makes a firm’s existing expertise obsolete
  13. 13. SUBSTITUTION VS. DIFFUSIONThe process of technological change occurs through substitution or diffusionSubstitution: product or technology, which offers an improvement in performance or cost, substitutes the product or technology of lesser performance or higher costDiffusion: acceptance, over time, of some specific product, technology or know-how by individuals or groups
  14. 14. Multilingual MarketingCatherine Gason Consultant & Virtual Assistant For more information, visit my new website www.catherinegason.com Catherine Gason Multilingual Marketing Consultant & Virtual Assistant English ♦ Français ♦ Italiano e-mail: catherine@catherinegason.com www.catherinegason.com

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