Effects of Marketing

Effects of Marketing

Introduction

Since Schumpeter (1934) promulgated his theory of economic development, economists, policy makers and development managers of the companies have accepted the fact that the dominant mode of innovation is a model of producers. That is, it is accepted that the most important innovations originate from producers and consumers are supplied through the sale. This view was reasonable in appearance: Generally, producers serve many users and thus can benefit from the multiple copies of a single innovative design. Users, however, depend on the benefits of the internal use of an innovation to recoup their investments. Presumably, therefore, that a producer who provides services to many customers can afford to invest more in innovation than an individual user. It follows logically that the designs developed by the producers should prevail over the designs developed by users in most areas of the economy.

However, the model is producing only one possible way of innovation. A second model of growing importance is the user-driven innovation. In this second model, the important innovations from the economic point of view are developed by individual users (consumers) and also by business users. In some cases, the innovations developed by users are the result of collaborative work of a group of individuals (Wierenga, 2008).

The user-driven innovation is a practice that competes with producers due to innovation in many areas of the economy and, as discussed in this article, you can get to move it. Moreover, the importance of developing products and services by users is increasing.

Moreover, government policies and supporting legislation, in some cases preferentially, innovation-driven producers. Considerations relating to social welfare suggest that this must change. Deserves special attention in this regard the operation of the IP system. But all indications are that despite the difficulties, the advantages of a system of user-centered innovation amply ...