Can the “customer orientation” ending innovation?
It is clear that the "customer orientation", making our organization will always be near him and put it metaphorically at the pinnacle of our organization is a prerequisite for success. This is even more important in technology companies, where the culture and strategy are often more influenced by what technology can do (technology-push) than what the market wants (market-pull).
The influence of customer orientation innovation should be absolutely positive, that can detect customer needs and effectively develop new products that meet. This has been confirmed in many studies, which identify the incorporation of the customer's voice as one of the main factors of success of new products and, conversely, cited poor market analysis as one of the most common factors of failure (e.g. "Winning at New Products" by Robert Cooper).
Open to innovation
For a long time, innovation has been an activity internal to the organization and developed as a series of steps carefully managed. This vision in which a company creates, develops and commercializes its own ideas and innovation that can be called "vertically integrated" or "closed" has been called into question during the last decade by more open approach to innovation.
Probably most who have written about the concept of "open innovation" and its implications for the business is Henry Chesbrough, a professor at the University of Berkeley and also directs the Center for Open Innovation at the university. "Open Innovation: The New Imperative for Creating and Profiting from Technology" Chesbrough describes open innovation as an approach in which the company markets both its own ideas and innovations generated in other organizations and seeking ways to bring these ideas to the market using channels may be outside your current business (e.g., licensing and spin-offs). With this philosophy, the boundary between an enterprise and its environment is more permeable to the flow of innovations between the two.
The most serious errors of startups
Why do startups fail? The answer is difficult because the factors influencing success or failure of any kind: leadership, personnel, money ... I will try to respond by focusing attention on those cases that deal exclusively with strategic marketing and specifically in the case of innovative startups (whose offering introduces some kind of discontinuity in the market). That is, we do not discuss such business models that replicate the success of others or whose products are inadequate from a purely technical point of view (not market)
Advertising in times of economic crisis.
The first thing you should ask is ...
What is the point of advertising?
It is commonly thought that the advertising used to sell because I have different news, the main function of advertising, not sold.
What the advertisement is to inform and shape opinion about a service or product, not selling, where you sell it to the client or through the computer if you do the internet.
I understand that this may cause controversy. Let me elaborate on this, with the advertising you call attention to your product and not the competition for the customer to take the right decision to choose you to buy.
How to win the trade war and destroy the competition (The Art of War on Marketing).
The first thing to do is be very clear about the doctrine of your "Army" (the company).
I refer to aspects of time, terrain, command and discipline.
TIME: The Yin Yang, the good and bad, wealth and poverty, is the most impotent of the company, whether use of the time, produce more in less time, continuous improvement, today is increasingly do things faster and better made.
THE LAND: It is to conquer the market, it's your business territory, the battlefield is your business, the more gains ground, the greater will be your domain business, international corporations have the world by land to conquer.
THE COMMAND: It's run by the "Army" (company), is the head of the company, which makes the commercial strategies of the battles, is the supreme commander of all military business, their only goal is to earn (money ) the trade war to conquer new territories
HOW TO WIN IN NEW MARKETS
Faced with economic uncertainty, it is necessary to see the crisis as an opportunity to gain presence in new markets.
At present, we must understand how to cope with the new size of the market, analyzing the areas that generate resources in future to be one of the possibilities to generate business to the outside.
Ignorance, many companies fear going abroad.
Here are some steps to follow in search of new markets: The first is whether the company is able to export. Adequate statistical enable the company to know the volume of production and sales in recent years, the changes produced in the stocks, as well as cost analysis will determine what is the optimum point of production to the table of current sales and future.
What Color Is Your Marketing?
Color can be a powerful factor in marketing a brand ... but it should not be attempted without the marketing brand of your company and products. Some essentials to consider:
1. What exactly is my product?
This is a question that the burden can only be answered by going through the proper steps to brand your company and products. Your product, your brand must convey an attitude, have rituals and sacred words, an example of the leaders and come from a life history.
2. What exactly is the price for me?
Price is not determined by a track. This requires consideration of the benefits, potential sales, customer, competitive and comparable research.
3. What exactly is the place for my brand?
Where do you fit your brand among your competitors? What are your unique qualities, the main points of sale, and, most importantly, what is your point of difference? All these are essential elements for success, successful brand.