Strategic Innovation In Marketing Essay Example | Topics and Well Written Essays - 750 words

Strategic Innovation In Marketing - Essay ExampleFollowing the theory of Pasa and Shugan (1996. pp379), every heroic and established organization should necessitate medical specialist grocerying expertise to reduce the risk of mistakes in marketing process thus take to large damages due to sheer size. The author wishes to discuss some examples of such mistakes that a large & stable organization can commit in absence of specialist marketing expertise. What should be the acquaintance & skills, style of working, mentoring and risk-taking attitude of the marketing specialist in order to avoid the risks of mistakes discussed herewith? This is the first pot of discussion points proposed by the author. Woodman and Sawyer et al. (1993. pp309-310) presented enablers of vicissitude and creativity in an organization that finally leads to organization-wide creativity. These enablers bugger off been mentioned. The author hereby proposes to discuss how these enablers can be planned and im plemented in an organization. Does this require specialist & dedicated skills in an organization like knowledge managers? This is the second set of discussion points proposed by the author. Connor (1999. pp1157-1158) reassert that go around- confines strategies essentially are client oriented and long-term strategies are essentially market-oriented. The author proposes a discussion to justify this. Is this classification applicable on retail markets only or else they are applicable in markets requiring long-term project or service engagements? This is the third set of discussion points proposed by the author.... They be their hypotheses stating that organization can benefit out of individual creative performance if the group norms support vindicated sharing of information, high risk taking behaviours, reward systems, and employment of organic organizational designs like matrix, positive group structures, etc. The researchers argued that organizations can benefit out of the inn ovations and creative thought process by establishing Enhancers that promote them in the individuals & groups - like culture, strategy, structure, resources, rewards, funds, technology, etc. Professor Stephen Brown advocates for use of creativity techniques within an organization like cogitate (group level), brain mapping (individual level), visualization, attribute listing, etc. Professor Stephen Brown argues that the innovators should imagine needs of customers that are non yet tapped and imagine new innovative offerings that can fulfill them. Connor (1999. pp1157-1158) argues that the innovations should be a mix of short term strategies as well as long term strategies whereby short term strategies are customer oriented and long term strategies are market oriented. They argued that companies should establish both customer oriented and market oriented strategies. This makes the innovation paradigm more complex as the output need to be an innovation mix for the business that can vary with the type of orientation being addressed. Companies with long term mean may be developing more innovative ideas but they cannot survive just by thinking long term as the show will carry on with the help of short term strategies. Professor Stephen Brown was largely criticizing the customer orientation whereby