Innovazione commerciale e crescita delle imprese nei settori tradizionali

Trento, Sandro (2008) Innovazione commerciale e crescita delle imprese nei settori tradizionali. UNSPECIFIED.

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    Abstract

    In this paper marketing innovation such as branding, advertising investment, development of new distribution channels are analysed as strategic tools enabling firm's growth. Radical product innovation is more difficult in traditional industries. Successful competitive strategies in mature sectors (IKEA is a typical case) are often based on innovative marketing strategies which expand potential demand. These conclusion may have implications in terms of industrial policies. The Swedish experience of promoting marketing innovation expecially among SMEs is an interesting case to consider. Keywords: innovation, firm's growth, factors of business success

    Item Type: Departmental Technical Report
    Department or Research center: Computer and management sciences
    Subjects: H Social Sciences > HB Economic Theory
    Uncontrolled Keywords: innovation, firm's growth, factors of business success
    Report Number: 2008/01
    Repository staff approval on: 01 Apr 2009

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