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Marketing Techniques enhance Closed Innovation to form Open Innovation

机译：营销技巧提高封闭式创新，形成开放创新

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The paper highlights the role that marketing plays in bringing to market, products and services based on innovative technologies. There are envisioned the implications of marketing techniques in the transformation of Closed Innovation models to Open Innovation models. This study brings to light new approach to explaining Open Innovation in terms of marketing science. Marketing, one of the youngest sciences, has contained in its intrinsic nature, the fact of major changing all sciences that interfere with. This is easily observable in the field of inventions. The newest practice of bringing in a short time the new findings on the market is to use models based on Open Innovation. The study conducted, presents Open Innovation beyond the definitions generally accepted among specialists. Working hypothesis is putting into question the fact that Open Innovation is actually Closed Innovation enhanced by well-applied Marketing Techniques. Exploratory research undertaken was qualitative and consisted of discussions through in-depth interviews with a group of 36 inventors of Closed Innovation generation, which try to adapt themselves to Open Innovation, the quickly new way to innovate. Were also consulted the opinions of other actors involved in bringing innovation to market: representatives of certification bodies and licensing, members of companies' management, end-users. Results of the research confirm largely that interference of the marketing techniques in inventor's domain has led to the emergence of models based on Open Innovation. Marketing instrumentation properly used, complements and strengthens all research and development departments' works. Marketing strategies and techniques can be implemented at every step of its development efforts on new products or services, through the identification and appointment of the optimal solutions and ideas of the moment, coming from outside the companies. This produce an immediate impact in decreasing the time to market for innovations and a substantial increase in profits. Using marketing techniques, companies identify latest opportunities that their clients want to benefit of and thus, can adjust their own findings with those developed outside the company. The results reached in this way are beneficial for both companies and end consumers.
机译：本文突出了营销在实现基于创新技术的市场，产品和服务方面的作用。设想营销技术在封闭式创新模型转型中的影响，以开放创新模型。本研究提出了光明的新方法来解释营销科学方面的开放创新。营销是最年轻的科学之一，已经包含在其内在的性质中，这是重大改变所有干扰的科学的事实。这在发明领域很容易观察到。在短时间内推动市场上新发现的最新做法是使用基于开放创新的模型。该研究进行了，呈现出在专家中普遍接受的定义之外的公开创新。工作假设正在质疑开放创新的事实实际上是通过应用良好的营销技术增强的封闭式创新。开展的探索性研究是定性的，并通过深入访谈的讨论与一组封闭式创新一代的36名发明家进行了讨论，这试图适应自己开放创新，这是一种迅速的创新方式。还咨询了涉及为市场创新提供创新的其他行为者的意见：认证机构和许可的代表，公司的管理人员，最终用户。研究结果在很大程度上证实，发明人域营销技术的干扰导致了基于开放创新的模型的出现。营销仪器适当使用，补充和加强所有研发部门的作品。通过识别和任命来自公司外部的最佳解决方案和思想，可以在新产品或服务开展新产品或服务的各步骤中实现营销策略和技术。这产生了对降低创新市场的立即影响和利润大幅增加。利用营销技术，公司确定其客户希望受益的最新机会，从而可以调整自己的调查结果与公司外部开发的那些。以这种方式达成的结果对公司和最终消费者都有益。

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