Innovation Management and Marketing in Global Enterprises

A. Nur Ersun, A. Tugba Karabulut


Nowadays, innovation has been more important for increasing competitiveness of global enterprises. Globalenterprises need to redesign their management and marketing strategies and practices continously to improve andsustain their competitive positions. Innovation is considered as developing and managing new products and newmarkets. Innovation has been differentiated as products, processes, marketingand management practices. Ittargets value creation instead of reinventing. Marketing policies determine positioning, prices, distributionchannels, and promotion for innovative products. The purpose of this paper is to make a brief review of theliterature in the fields of innovation management and innovation marketing, and propose an “Integrated Modelfor Innovation Management and Marketing”. It is expected that this study will shed some light to further studiesin the field management and marketing coordination in companies.

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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