Innovative marketing strategies for national industrial flagships: brand repositioning for accessing upscale markets

Alina Todiras; Peter Nijkamp; Saidas Rafijevas

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Innovative marketing strategies for national industrial flagships: brand repositioning for accessing upscale markets

机译：国家工业旗舰企业的创新营销策略：重新定位品牌以进入高端市场

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Product and process innovations are generally regarded as strategic competitive vehicles in industry. Identifying and conquering new market niches through focused marketing approaches - by emphasising new product qualities in mature markets - has become a very appropriate innovation strategy. This paper aims to demonstrate the relevance of innovative marketing strategies on the basis of brand repositioning of mature firms. It uses a case study approach to test the economic viability of repositioning of innovative firms striving to access upscale markets. The paper develops finally, a general analysis framework that may be useful for further study of brand repositioning.

机译：产品和流程创新通常被视为行业中的战略竞争工具。通过重点营销方法（通过强调成熟市场中的新产品质量）来识别和克服新市场壁ni已成为一种非常合适的创新策略。本文旨在证明在成熟公司的品牌定位基础上创新营销策略的相关性。它使用案例研究方法来测试重新定位进入高端市场的创新公司的经济可行性。本文最后发展了一个通用的分析框架，该框架可能有助于进一步研究品牌重新定位。

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来源
《International journal of foresight and innovation policy》 |2011年第3期|p.72-91|共20页
作者
Alina Todiras; Peter Nijkamp; Saidas Rafijevas;
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作者单位

Department of Regional Economics,VU University,Amsterdam, 1081 VH, The Netherlands;

Department of Regional Economics,VU University,Amsterdam, 1081 VH, The Netherlands;

Innovation and Business Creation,JIBS, Jonkoping,Sweden;

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原文格式 PDF
正文语种 eng
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关键词
innovation; repositioning; brand identity; touchpoints;

机译：革新;重新定位;品牌识别;接触点;

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Innovative marketing strategies for national industrial flagships: brand repositioning for accessing upscale markets

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