A business marketing identitása - elméleti, kutatási trendek, az innovációvezérelt modell

Abstract

A business marketing mint a marketingtudomány jellegzetes alkalmazási területe határozott szakmai, elméleti fejlődési utat járt be az elmúlt évtizedekben. Jelen tanulmány – a tudományos identitás jegyeit keresve – felvillantja az industrial, a business marketing történetének fő állomásait, diszciplináris alapjait, a meghatározó elméleti megközelítéseket és az aktuális kutatási kérdéseket, trendeket. A tanulmány második része, az egyik meghatározó kutatási kérdést, az innovációorientáltságot vizsgálja. Az elméleti modellek és a szerző többéves, saját kutatási programjának eredményei megerősítik, hogy a business piacokon is az – összehangolt, innovációportfólióra épülő – "innovációs versenyelőnyök" határozzák meg a vállalkozások sikerét, melyet hatékony marketingképességek és -tevékenységek kell, hogy támogassanak.

The impact of customer involvement on innovation outcomes

“…In the sample of Hungarian enterprises examined, the product factors and advantages show the strongest correlation with success, while the direct correlation of the two previous sets of factors is weaker and is realised mainly through product characteristics. 4.There is a growing trend towards more open innovations based on cooperative, network, cluster cooperation and relationship management(Piskóti, 2016). The theoretical models outlined in the research and the results of the author's own multiyear research programme confirm that the success of businesses in business markets is also determined by 'competitive advantages in innovation', based on a coordinated innovation portfolio, which must be supported by effective marketing capabilities and activities.The study byAgárdi and Berezvai (2017) examines the impact of digital innovations on the performance of food retailers.…”

“…basis for achieving and maintaining a successful market position. In this respect, innovation is not an ad hoc, one-time extra for businesses, but a complex, ongoing and integrative task to ensure competitiveness at all times (Piskóti, 2016). The relationship between innovation and corporate performance can be attributed to several factors.…”

“…The task of marketing is to ensure the competitiveness and market success of enterprises, which is increasingly based on innovation. The current 3rd generation theoretical approach, which represents an integral link between innovation and marketing, and the practice aimed at ensuring the competitiveness and market success of innovation performance can be considered an era of marketing-driven innovation, where marketing itself becomes innovative and innovation-driven (Piskóti, 2016). In addition, in companies, marketing is typically responsible for collecting and processing the needs of customers (Keszey 2008).…”

“…Creating and realising competitive advantages in innovation is the basis for achieving and maintaining a successful market position. In this respect, innovation is not an ad hoc, one-time extra for businesses, but a complex, ongoing and integrative task to ensure competitiveness at all times (Piskóti, 2016).…”

“…The article also provides a brief overview of the innovation surveys carried out in Hungary. It also highlights the achievements of innovation statistics so far and goes into more detail on the shortcomings identified as the most important ones, as well as outlining areas for improvement Piskóti (2016). explores the supportive environment for competitive advantage in innovation.…”