摘要：Nowadays, innovation goes so much further than merely products. In order to thrive inthis extremely competitive business environment a company needs to innovate its technologies,its business strategies, its business models, and by innovating in research. It is also aboutreinventing or building new markets in order to meet, satisfy and delight untapped consumerneeds, wants, and desires. However, considering the new opportunities and threats thatInternet, globalization, and hypercompetition have on an organization’s activity regardingselecting and executing the right ideas, right products, and delivering them through the rightchannels in record time, at the right prices, while promoting them through all the relevant andright communication channels to the target market.
关键词：marketing research; innovation; disruptive technology; customer-driven approach;customer value
