Change management in the process of implementing new products. Economic and social perspective

Abstract

Objectives The main purpose of the paper is to present the role and importance of change management in the process of introducing new products to the market. Material and methods Methods include various types of analysis, expert opinion, statistical data and scientific documents used in social research. Uses two general research methods, i.e. analytical and synthetic methods. The research methods used in the study are: comparative analysis, functional analysis and the method of research in dynamic terms. Results The analysis attempted to verify the following research hypothesis: economically effective introduction of a new product to the market requires a systemic approach to change management in the organization. Conclusions An effective and successful new product launch strategy should include the following elements of economic and social analysis of the near and far environment: · analysis and definition of the needs and behavior of the potential consumer of the new product. If there is a possibility, it is a good idea to launch professional marketing research on the target group (quantitative and qualitative). · market analysis and forecast: sales forecast for the entire category for the coming years, definition of seasonality (or lack thereof), Porter's 5 forces concept, SWOT and other tools as needed. · competitor analysis: development of volume and value sales of the nearest competitors, identification of strong and weak aspects of the competition. · analysis of category promotion strategy: expenses, how to spend, promotion places and analysis of activities in sales channels, use of media · product architecture: preparation of a plan for expansion of product lines/variants for the next few years and preliminary timing of their introduction.

Keywords

• market products
• sales effectiveness
• economic market relations
• change management
• management