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Marketing innovation - success and failure

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F44555601%3A13510%2F09%3A00005328" target="_blank" >RIV/44555601:13510/09:00005328 - isvavai.cz</a>

  • Result on the web

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Marketing innovation - success and failure

  • Original language description

    Innovation doesn´t mean only new product and new technology but also the implementation of changes in management, organization of labour and marketing. This paper aims to show the procedure of implementation of a marketing innovation in three small and medium sized enterprices. It focuses on the innovation process and its success and failure. It also analyses the causation of the failure. This article also suggests the how to innovate the company´s marketing and how to strengthen the role of call-centers and it should help small businesses to be more efficient and more competitive on the market.

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

    AH - Economics

  • OECD FORD branch

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2009

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Closing the Innovation Gap: Theory and Practice, Proceedings of the 4th European Conference on Management of Technology

  • ISBN

    1-903978-41-6

  • ISSN

  • e-ISSN

  • Number of pages

    8

  • Pages from-to

  • Publisher name

    University of the West of Scotland, Paisley

  • Place of publication

    Paisley

  • Event location

    Glasgow, UK

  • Event date

    Sep 6, 2009

  • Type of event by nationality

    WRD - Celosvětová akce

  • UT code for WoS article