INNOVATION NETWORKS AND MARKETING MIX: AN EXPLORATORY STUDY ON PRODUCT'S DEVELOPMENT

Abstract

The purpose of this paper is to present how innovation networks can be used to develop a new product or service, using the marketing compound. The study methodology consists of an exploratory research from literature review on this subject. After an initial discussion of the characteristics of innovation networks and marketing functions, the study presents proposals that allow adequately addressing the main difficulties in the management of marketing in innovation networks. Through this study it can be stated that these networks have been identified as an attractive alternative for the development of new products, when using the marketing mix, given the dynamics of the contemporary market. Innovation networks bring a lot of benefits to companies that embrace the relationship between these networks and marketing. The discussion reveals that the structure in the form of innovation networks can bring effective results in the organization which adopt it, providing competitiveness and adaptability in the face of its target market.

Keywords

• innovation networks
• marketing mix
• product development