Marketing dimension in innovation orientation

.

Chapter 7 in Innovation Orientation in Business Services, 2021, pp 109-127 from Edward Elgar Publishing

Abstract: Chapter 7 focuses on the marketing dimension of the innovation orientation of companies providing business services. Innovation orientation requires responding to customer needs. Recognising the needs of both current and unconscious results in prepared services and specific marketing activities proving the market orientation of companies. This chapter presents and discusses the key elements of marketing, which are also the basic elements of market orientation that, in the context of business services, determine the creation of value for the customer. Due to the nature of business services, the authors paid special attention to the participation of clients in the process of creating value. Customer co-creation is an integral part of a business service that is characterised by knowledge transfer. This chapter proves that companies offering business services must follow market orientation to develop innovation orientation.

Keywords: Business and Management; Economics and Finance; Innovations and Technology (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.elgaronline.com/view/9781839109546.00013.xml (application/pdf)
Our link check indicates that this URL is bad, the error code is: 503 Service Temporarily Unavailable

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:19897_7

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Darrel McCalla ().