Marketing Strategy in the Product Innovation and Development: A Cross-National Study of the R&D

By

ACKNOWLEDGEMENT

I would like to take this opportunity to thank my lecturer who has always shown confidence in me. He has offered his patience, remarks, propositions and understanding. Here I would also like to mention my parents who have always believed in me for all my hard work. My family, including my parents, brother and sister have endlessly supported me during my life and academics. This has helped me in making positive decisions for my life. I would also mention my peers and co-workers and appreciate their collaboration and expert advice on every circumstance. I am also grateful towards my University and my Department, the administrators, faculty members and fellow students for their support throughout this study.

DECLARATION

I declare that the material stated in this dissertation/thesis is original and does not present work of any other scholar or research study conducted in the past. Material in this study is not partially or completely published elsewhere and collected only for the purpose of this study. I also acknowledge that I have complete understanding of the requirements, guidelines, regulations and procedures of the University with respect to the endowment of higher education degree and my research work. Here, I would also like to take the opportunity to declare that I have almost exclusively followed the requirements, guidelines, regulations and procedures of the University regarding this research study.

I certify that the work presented in the dissertation is my own unless referenced

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ABSTRACT

Strategies are tools used by organisations to outmanoeuvre or overcome the competitor. Instead of efficiency, the main concern of strategy is effectiveness and future planning. Strategy plays a major role in charting the path of an organisation towards success. It is a blueprint which an organisation adheres to for moving forward over time. Marketers use numerous strategies for the success of an organisation. Most of these strategies have developed over a lone time period. However, it is essential to comprehend various types of strategies, which are used in marketing. Organisations use these strategies to achieve success. The most common of them are client-based or resource-based marketing. This study aims to analyse the importance of research and development (R&D) for a firm's product and marketing strategies to launch innovative products and discuss use of online marketing techniques for marketing innovative products.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Research Objectives2

Organisation of the thesis2

Chapter I: Introduction2

Chapter II: Literature Review2

Chapter III: Methodology3

Chapter IV: Analysis and Discussion3

Chapter V: Conclusion3

CHAPTER 2: LITERATURE REVIEW5

Overview5

Definition of innovation9

Innovation and Organisational Commitment10

Innovation and Trust11

Innovation and Self-Esteem11

Innovation and Learning11

Level of innovativeness12

Industry level technological competence13

Firm level relative advantage vs. uncertainties13

Product level newness to the firm vs. market newness14

Customer level change of consumption patterns vs. high switching cost15

Marketing strategy19

Marketing Strategies in New Product Development19

Marketing mix strategies21

Innovativeness in marketing studies22

A Relationship Model of the R&D-Marketing Interface24

Launch Strategies in New Product Development26

Literature in Entry Strategy and Launch Strategy27

Entry Strategy Studies27

Launch Strategy Studies30

Marketing action and launch strategies30

Marketing mix strategies31

Innovativeness in launch studies33

CHAPTER 3: METHODOLOGY37

Research Objectives37

Theoretical Framework38

Research ...