MANAGING UNCERTAINTY IN PRODUCT INNOVATION USING MARKETING STRATEGIES
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| Natura: | Artículo científico |
| Lingua: | en |
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Universidade de São Paulo
2016
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| _version_ | 1876487983197061120 |
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| author | Gláucia Fernandes |
| author_facet | Gláucia Fernandes |
| contents | MANAGING UNCERTAINTY IN PRODUCT INNOVATION USING MARKETING STRATEGIES Gláucia Fernandes Luiz Eduardo Teixeira Brandão Ingeniería Innovation uncertainties risk management 4P's of innovation projects of R&D and IT Innovation is an important factor in increasing competitiveness of Brazilian enterprises. On the other hand, innovative projects are characterized by many technical and market uncertainties. This article proposes incorporating marketing strategies into risk management methods for the development of new products and technology projects, which we call the 4P's of innovation. To illustrate this concept, we apply this model to an IT project in order to determine its value and risks. The results indicate that the joint use of marketing and risk management tools proposed add value to the project and reduce the probability of the manager making bad decisions. 2016 artículo científico 1807-1775 https://www.redalyc.org/articulo.oa?id=203247790004 en http://www.redalyc.org/revista.oa?id=2032 JISTEM: Journal of Information Systems and Technology Management application/pdf Universidade de São Paulo JISTEM: Journal of Information Systems and Technology Management (Brasil) Num.2 Vol.13 |
| format | Artículo científico |
| id | redalyc_203247790004 |
| institution | Redalyc |
| language | en |
| publishDate | 2016 |
| publisher | Universidade de São Paulo |
| spellingShingle | MANAGING UNCERTAINTY IN PRODUCT INNOVATION USING MARKETING STRATEGIES Gláucia Fernandes Ingeniería Innovation uncertainties risk management 4P's of innovation projects of R&D and IT MANAGING UNCERTAINTY IN PRODUCT INNOVATION USING MARKETING STRATEGIES Gláucia Fernandes Luiz Eduardo Teixeira Brandão Ingeniería Innovation uncertainties risk management 4P's of innovation projects of R&D and IT Innovation is an important factor in increasing competitiveness of Brazilian enterprises. On the other hand, innovative projects are characterized by many technical and market uncertainties. This article proposes incorporating marketing strategies into risk management methods for the development of new products and technology projects, which we call the 4P's of innovation. To illustrate this concept, we apply this model to an IT project in order to determine its value and risks. The results indicate that the joint use of marketing and risk management tools proposed add value to the project and reduce the probability of the manager making bad decisions. 2016 artículo científico 1807-1775 https://www.redalyc.org/articulo.oa?id=203247790004 en http://www.redalyc.org/revista.oa?id=2032 JISTEM: Journal of Information Systems and Technology Management application/pdf Universidade de São Paulo JISTEM: Journal of Information Systems and Technology Management (Brasil) Num.2 Vol.13 |
| title | MANAGING UNCERTAINTY IN PRODUCT INNOVATION USING MARKETING STRATEGIES |
| topic | Ingeniería Innovation uncertainties risk management 4P's of innovation projects of R&D and IT |
| url | https://www.redalyc.org/articulo.oa?id=203247790004 |