Ersun and Karabulut (2013) are very concerned about the implications of marketing and management innovations in the global market as there is evidence of its’ utility as a tool to achieving great success. Unfortunately, according to them, not much work has been done in developing an “Integrated Model for Innovation Management and Marketing.” Additionally, not much literature is available on the topic that allows enterprises to achieve a broad enough perspective in innovative strategies to assist them in moving forward under the guidance of an established system. Thus the author felt compelled to perform a brief r...
... middle of paper ...
...echnological and non-technological elements which include strategy, culture, organization and marketing. All members of the management team must be involved in the innovation management practices process in order to achieve success.
The author concludes that, again, there is very little literature that provides a model for the implementation of a sound and proven innovative management and marketing system on the global stage. However, the literature that is available and the current empiricial research being conducted provides a starting point for a future system that will give direction to companies desiring to have a chance of successfully participating in the market place.
A. Nur Ersun, and A Tugba Karabulut (2013). Innovation Management and Marketing in Global Enterprises. International Journal of Business and Management; Vol. 8, No. 20; 2013
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