Synergy in product and marketing innovations of Polish exporters - research outcomes
According to a widely accepted OECD definition, the innovation is the implementation of a new or significantly improved product (good or service), or a process, a new marketing method, or a new organizational method in business practices, workplace organization or external relations. Therefore, the four types of innovation have been distinguished: product innovation, process innovation, marketing innovation, and organizational innovation1. The paper focuses on the analysis of the relationships between product and marketing innovation2 and firm international competitiveness measured by the intensity of the firm's export sales and new product sales. The product and marketing innovations are complementary in character and should be coordinated in order to reach synergy effects in the firms' competitive strategies based on differentiation. The further re-orientation of Polish firms toward this type of competitive strategy is critically important in order to sustain their international competitiveness. As both the innovativeness and inter-organizational linkages in the context of innovation are listed among the relative weaknesses of Polish firms, we aim also at the analysis of innovation cooperation practices of Polish firms in selected manufacturing industries. The presented material is based partly on the authors' working paper Cooperation in innovations: The case of Polish manufacturing firms revised by international ghost reviewers and presented at the 37th European International Business Academy (EIBA) Annual Conference, "Taking International Business to the Next Level - Emerging Issues, Strategies and Economies", Bucharest, 8-10th December 2011. (original abstract)
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