Exploring marketing metrics used in innovative companies
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University of Pretoria
Abstract
This study recognises that both metrics and innovation lead to superior performance. It explores the marketing activities and processes followed by innovative companies, in particular those involving customers, and proposes the key metrics aligned to these; thereby formalising marketing’s role in the innovation process.
Qualitative expert-interviews were done using the Critical Incident Technique; 11 professionals from a South African company, recognised for its innovation, were asked to share their personal experiences of a recent company innovation.
The findings highlight the value of a strong corporate culture of collaboration and inclusion, as well as an unwavering focus on creating value for the client, and conclude by proposing a finite marketing dashboard of 12 metrics that align people and processes as key indicators of success to guide the marketer during the innovation process.
Description
Dissertation (MBA)--University of Pretoria, 2013.
Keywords
UCTD, Corporate culture, Technological innovations, Marketing -- mathematical models, Marketing research
Sustainable Development Goals
Citation
Fraser, J 2013, Exploring marketing metrics used in innovative companies, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/40655>