The Unification process of Marketing and Innovation Management in Organizations

This article aims to analyze and complement the concepts of marketing and innovation, using existing factors to restructure and correlate the processes of product creation and recreation through the unification of the two areas, answering the following question, why is it It is important to unify Ma...

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Principais autores: Silva, Heloísa Helena Duarte, Baptista, Jose Abel de Andrade
Formato: Online
Idioma:por
Publicado em: Max Leandro de Araújo Brito
Endereço do item:https://periodicos.ufrn.br/casoseconsultoria/article/view/27493
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institution Periódicos UFRN
collection Portal de Pediódicos Eletrônicos da UFRN
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author Silva, Heloísa Helena Duarte
Baptista, Jose Abel de Andrade
spellingShingle Silva, Heloísa Helena Duarte
Baptista, Jose Abel de Andrade
The Unification process of Marketing and Innovation Management in Organizations
author_facet Silva, Heloísa Helena Duarte
Baptista, Jose Abel de Andrade
author_sort Silva, Heloísa Helena Duarte
title The Unification process of Marketing and Innovation Management in Organizations
title_short The Unification process of Marketing and Innovation Management in Organizations
title_full The Unification process of Marketing and Innovation Management in Organizations
title_fullStr The Unification process of Marketing and Innovation Management in Organizations
title_full_unstemmed The Unification process of Marketing and Innovation Management in Organizations
title_sort unification process of marketing and innovation management in organizations
description This article aims to analyze and complement the concepts of marketing and innovation, using existing factors to restructure and correlate the processes of product creation and recreation through the unification of the two areas, answering the following question, why is it It is important to unify Marketing and Innovation to facilitate the processes of product creation and recreation. It seeks to improve the procedures of Marketing Management and Innovation Management, to add methods to the already existing concepts. Descriptive and bibliographic research was used to understand the relevance of the process of unification of marketing and innovation in the development and recreation of new products, making explicit the gradual modification of consumer taste. It is noticed that there is a relationship between the areas in different sectors, however, these are processes that occur individually in organizations. The results indicate that, innovation is not a recent process, however, together with marketing, it is constantly evolving, and more and more are approaching in small processes to deliver the desired product to the customer.
publisher Max Leandro de Araújo Brito
publishDate 2021
url https://periodicos.ufrn.br/casoseconsultoria/article/view/27493
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spelling oai:periodicos.ufrn.br:article-274932021-12-17T21:33:47Z The Unification process of Marketing and Innovation Management in Organizations El proceso de unificación del Marketing y la Gestión de la Innovación en las Organizaciones O Processo de Unificação da Gestão de Marketing e Inovação nas Organizações Silva, Heloísa Helena Duarte Baptista, Jose Abel de Andrade Inovação; Marketing; Evolução. Innovation; Marketing; Evolution. Innovación; Márketing; Evolución. This article aims to analyze and complement the concepts of marketing and innovation, using existing factors to restructure and correlate the processes of product creation and recreation through the unification of the two areas, answering the following question, why is it It is important to unify Marketing and Innovation to facilitate the processes of product creation and recreation. It seeks to improve the procedures of Marketing Management and Innovation Management, to add methods to the already existing concepts. Descriptive and bibliographic research was used to understand the relevance of the process of unification of marketing and innovation in the development and recreation of new products, making explicit the gradual modification of consumer taste. It is noticed that there is a relationship between the areas in different sectors, however, these are processes that occur individually in organizations. The results indicate that, innovation is not a recent process, however, together with marketing, it is constantly evolving, and more and more are approaching in small processes to deliver the desired product to the customer. Este artículo tiene como objetivo analizar y complementar los conceptos de marketing e innovación, utilizando factores existentes para reestructurar y correlacionar los procesos de creación y recreación de productos a través de la unificación de las dos áreas, dando respuesta a la siguiente pregunta, por qué es importante unificar el Marketing. e Innovación para facilitar el proceso de creación y recreación de productos. Se busca mejorar los procedimientos de Gestión de Marketing y Gestión de la Innovación, para agregar métodos a los conceptos existentes. Se utilizó investigación descriptiva y bibliográfica para comprender la relevancia del proceso de unificación del marketing y la innovación en el desarrollo y recreación de nuevos productos, haciendo explícito el cambio paulatino en el gusto del consumidor. Se nota que existe una relación entre áreas en diferentes sectores, sin embargo, estos son procesos que ocurren de manera individual en las organizaciones. Los resultados indican que la innovación no es un proceso reciente, sin embargo, junto con el marketing, está en constante evolución, acercándose cada vez más a ellos en pequeños procesos para entregar el producto deseado al cliente. Este artigo objetiva-se em analisar e complementar os conceitos de marketing e inovação, utilizando-se de fatores existentes para reestruturar e correlacionar os processos de criação e recriação de produtos por meio da unificação das duas áreas, respondendo a seguinte pergunta, por que é importante unificar o Marketing e Inovação para facilitar os processos de criação e recriação de produtos. Busca-se aprimorar os procedimentos da Gestão de Marketing e da Gestão da Inovação, para acrescentar métodos aos conceitos já existentes. Utilizou-se de pesquisa descritiva e bibliográfica, para entender a relevância do processo de unificação do marketing e inovação no desenvolvimento e recriação de novos produtos, explicitando-se a modificação gradativa do gosto do consumidor. Percebe-se que há relação entre às áreas em diversos setores, porém, trata-se de processos que ocorrem individualmente nas organizações. Os resultados indicam que, a inovação não é um processo recente, porém, juntamente com o marketing, está constante evolução, e a cada vez mais aproximam-se em pequenos processos para entregar ao cliente o produto desejado. Max Leandro de Araújo Brito 2021-12-17 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://periodicos.ufrn.br/casoseconsultoria/article/view/27493 Revista de Casos e Consultoria; v. 12 n. 1 (2021); e27493 2237-7417 por https://periodicos.ufrn.br/casoseconsultoria/article/view/27493/15082 Copyright (c) 2021 Heloísa Helena Duarte Silva, Jose Abel de Andrade Baptista

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