ESIC Digital Economy and Innovation Journal

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Un modelo integral de estrategia de innovación de productos

Resumen

Es un hecho que las empresas que operan en las economías emergentes deben elegir las estrategias adecuadas para superar los desafíos idiosincrásicos de la competencia y lograr una ventaja competitiva. El objetivo de este trabajo es proporcionar un modelo de estrategia de innovación de productos en diversas circunstancias. De acuerdo con las estrategias de marketing contemporáneas, parece que algunos modelos importantes relacionados con la innovación de productos, como la cuadrícula de Ansoff, requieren una actualización teórica moderna. Por ello, se ha proporcionado una versión actualizada de las anteriores parrillas estratégicas de crecimiento producto-mercado, con dieciséis opciones distintas. En este trabajo, exploramos los efectos de los tipos de mercado en términos de homogeneidad o heterogeneidad en dos situaciones, nivel de competitividad bajo y alto, junto con los tipos de empresa, líder o seguidor del mercado, que el tipo de empresa se considera en ambos tipos en términos de nivel de capacidad de innovación, baja o alta capacidad de innovación. Sin embargo, un marco teórico identifica las relaciones entre las innovaciones de producto y los tipos de empresa junto con los tipos de mercado. El artículo es de carácter conceptual y exploratorio y se basa en la literatura existente y en la experiencia del autor en el desarrollo del marco conceptual. Los datos y ejemplos para ilustrar las estrategias propuestas se obtuvieron de empresas del sector de la alimentación y las bebidas situadas en Irán. El artículo profundiza en la comprensión teórica de los modelos anteriores sobre estrategias de innovación de productos y ofrece una clasificación dinámica enriquecida de la innovación de productos basada en 16 estrategias. Proporciona a los responsables de la toma de decisiones de estas empresas una guía para determinar la combinación de estrategias de innovación de productos que deben adoptar para obtener una ventaja competitiva.

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