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2015, vol. 46, br. 1, str. 3-12
Potrošač kao učesnik inovacionih mreža
Univerzitet u Nišu, Ekonomski fakultet

e-adresasuzana.djukic@eknfak.ni.ac.rs
Projekat:
Istraživanje i razvoj platforme za naučnu podršku u odlučivanju i upravljanju naučnim i tehnološkim razvojem u Srbiji (MPNTR - 47005)

Ključne reči: potrošači; inovacije; stvaranje vrednosti; inovacione mreže; participacija potrošača
Sažetak
Promene tržišnih uslova i osnova za konkurisanje dovele su do promena u profilisanju i realizaciji inovacionih strategija. Potrošači su ključni subjekt u valorizaciji inovacija, a informacije o njima suštinske za u generisanju inovacija. Potrošači u savremenim uslovima ne čekaju inicijativu preduzeća u stvaranju vrednosti i nisu deo formalizovanih procesa marketing istraživanja. Oni se zahvaljujući novim komunikacionim tehnologijama sve više dobrovoljno uključuju u inovacione aktivnosti preduzeća, a motivisani su lojalnošću marki, entuzijazmom, željom da istražuju. Preduzeća shvataju značaj ovog važnog izvora novih ideja i menjaju svoje ponašanje. Namera autora u radu je da razmotri značaj inovacionih mreža za tržišni uspeh inovacija, analizira evoluciju potrošača od korisnika do stvaraoca vrednosti, identifikuje karakteristike potrošača kao inovatora i ukaže na izazove sa kojima se preduzeće susreće u procesu njihovog uključivanja u obavljanje inovacionih aktivnosti.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt1501003D
objavljen u SCIndeksu: 08.07.2016.

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