23 research outputs found
LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT
No full textThis paper aims the difficult problem of creating new product concepts in the area of high-technology and innovation. Because of scientific discoveries and impressive development of technology, many companies compete for market supremacy on the technological innovations market. In a global market, which is currently in an economic and financial crisis, consumers make a new hierarchy of priorities in terms of expenditure and consumption. Therefore, companies that create new products must be very careful about 2 aspects, so the new product may not become a failure: the products positioning on the market and the target group which they address to. This paper belongs to the marketing area by bringing into discussion theoretical concepts, by analyzing the stages crossed by a company in the process of launching a new high-tech product and crossing the abyss in the product adoption process by consumers.high-tech product, product adoption process, launching process, product lifecycle, innovators, PC tablet
An overview on the supply chain for European organic food market
No full textEuropean organic food market is very dynamic both due to the consumers’
preferences and requests and due to the supply chain members who focus more and more on
satisfying the market needs. Organic food has emerged as an important segment of food
retailing in recent years. The supply chain management for organic food was first based on
the conventional methods, but the products’ particular characteristics determined some
specific changes. This paper aims to evaluate the supply chain challenges on the European
and Romanian organic food market, trying to offer some solutions for the sector’ sustainable
development
LAUNCHING EFFORTS NEEDED FOR A HIGH-TECH PRODUCT
No full textThis paper aims the difficult problem of creating new product concepts in thearea of high-technology and innovation. Because of scientific discoveries andimpressive development of technology, many companies compete for marketsupremacy on the technological innovations market. In a global market,which is currently in an economic and financial crisis, consumers make a newhierarchy of priorities in terms of expenditure and consumption. Therefore,companies that create new products must be very careful about 2 aspects,so the new product may not become a failure: the products positioning on themarket and the target group which they address to. This paper belongs to themarketing area by bringing into discussion theoretical concepts, by analyzingthe stages crossed by a company in the process of launching a new hightechproduct and crossing the abyss in the product adoption process byconsumers
Innovation and new technologies – pillars for a business sustainable development
No full textThis paperwork approach the topic of sustainability as an essential condition for business survival on any market. In this context, the question is if companies are actively integrating sustainability principles into their businesses. The objective for this paper is to present how much innovation and new technologies help companies on their path to achieving sustainability and what could be done more in this direction. The paper aim is realised based on the results of a marketing research conducted among Romanian companies from different industries
The role of new communication technologies in companies’ sustainability
No full textAs marketing communication becomes increasingly integrated with the digital
space, marketers start to understand that social media is a valuable tool to create digital
linkages with customers. This paper aim to show that social media is an appropriate tool for
companies to spread the information about sustainability issues. Consumers are taking more
factors into account when making purchasing decisions and using digital marketing and
social media help companies to increase engagement and strengthen the relationships with
customers
Perspectives for Romania on adopting agricultural innovations
No full textThis paper highlight the efforts Romania needs to do on the path of agricultural
development through innovation. A smart, modern agriculture could contribute to a
wide variety of economic, societal and environmental goals. Considering its potential in
this sector, Romania should learn from the experience of other European countries how to
manage its rich resources. Innovative technologies, products and practices can help make
the most efficient and sustainable use of natural resources, and thereby improve farming
process
Improving the quality of life in rural Romania through sustainable agriculture
No full textAgriculture is still a major sector with important social impact, since in
developing countries most of the population works in agriculture. Quality of life in rural
areas in Romania has a low score compared to other European countries. Although
Romania is rich in natural resources in agricultural sector, the poor evolution of quality of
life index is determined by the lack of implementation of some pillars like innovation,
education, funds management and poor infrastructure
PARTICULARITIES OF MARKETING DECISIONS FOR INNOVATIVE COMPANIES FROM HIGH-TECH INDUSTRY
No full textThis paper highlights the specific way for companies in high tech industry to develop their marketing activity. The companies in this industry are struggling to create and then sell a range of innovative products. High technology products are complex and they enhance a certain level of uncertainty regarding their utility. Due to their novelty (absolute or incremental) the products are accepted by consumers harder than the ordinary consumer products. This paper presents the main results of a qualitative marketing research based on the opinions of managers from high technology industry on specific marketing strategies and tools used to create and launch new products
THE INFLUENCE OF SUSTAINABLE DEVELOPMENT PRINCIPLES ON SHAPING THE COMPANIES' MARKETING POLICY
No full textToday, consumers do not just buy brands, but also buy company philosophies and policies. Worldwide studies have shown that customers tend to favour companies that are perceived to be socially and environmentally responsible. For that, companies need to face the challenge of evaluating their product and service portfolios, as well as the way these products and services are created, produced and marketed. The question is how to integrate marketing strategy and sustainable development principles for the company success. This paper aims to discover how hard young consumers are influenced in their buying decision by the companies’ preoccupations for sustainable development
