THE IMPLICATIONS OF INNOVATION PROCESS ON THE MARKETING OF HIGH-TECHNOLOGY PRODUCTS

Abstract

This paper highlights the role and importance of the Open Innovation Model on the marketing activity developed by the companies from the high-technology industry. In this area, the technology is advancing continuously and new products are appearing rapidly. Competition on high-tech market is very tough and not all companies have the resources to cope with change. For these companies, the ideal solution is to apply the Open Innovation Model. The paper includes some results of a qualitative marketing research which had as main objective finding the opinions of managers from high-tech industry regarding the need for innovation process and the choice of the most effective innovation strategies.

Keywords

• open innovation
• high-technology products
• marketing
• qualitative research