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2011, iss. 26, pp. 49-64
Development of consumer-oriented innovative strategies
Univeristy of Niš, Faculty of Economy

emailljiljana.stankovic@eknfak.ni.ac.rs, suzana.djukic@eknfak.ni.ac.rs
Keywords: innovation; strategy; changes; innovation network; knowledge; performance
Abstract
Under the conditions of dynamic changes in the environment, innovation becomes a key factor of competitive differentiation and enterprise positioning. Innovative enterprises are more competitive in the market because they create the unique consumer value. It encorporates the package of required elements/atributessuperior quality, proper services, personalized communication, payment privileges. Permanent competitive advantage can be achieved through innovation clearly perceived and required by consumers. Consume centered innovation are a good way for developing value that ensures consumers' satisfying experience of the enterprise. By encorporating needs and requirements of consumers into the innovation process, the enterprise enhances market success of innovation and total enterprise innovation performance. Successful integration of consumers into the key business processes makes enterprise redifine innovation strategies as well as acquire most valuable ideas for continual value advancement from consumers. Under the conditions of rapid market and technological changes, it is difficult to secure satisfying innovation performance. Wishing to increase the possibility of choice in the market and to create the image of full line, enterprises often invest into numerous innovation projects, the great number of which does not bring satisfying returns. In the knowledge intensive environment, creating different innovative networks condition more and more generating profitable innovation. Some of them are directed towards generation and knowledge collection within the enterprise itself. Independent innovation generation in the new environment often does not give satisfying effects. As an expression of pursuit of competitive power enhancement, different modes of innovation networks are created through connecting and integrating knowledge of different participants in the value chain. Starting with the need for redefining innovation strategy of enterprises under contemporary business conditions, the intent of the authors is to point to the problems of creating wanted innovation performance, increasing the success of innovation through creating different innovation networks as well as managing knowledge and capabilities acquired in such networks.
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article language: Serbian
document type: Review Paper
published in SCIndeks: 21/02/2012

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