Should the Companies Invest in Innovation？  

作　　者：Andreas Votteler Monika Zatrochova 

机构地区：[1]Comenius University, Bratislava, Slovakia

出　　处：《Management Studies》2017年第6期555-562,共8页管理研究（英文版）

摘　　要：In the beginning, this template describes the actual situation on the market. As a second point, there is a description and a classification of the different kinds of innovation. The object of this template is a scientific examination of the interrelation between innovation and the companies＇ future development. Today＇s markets are changing rapidly. The environment alters faster and faster. Business companies are forced to adapt to these changing conditions. They have to develop new and adjusted products to be successful on these markets. Companies are offering their products on markets. The more customers＇ requirements those products fulfil, the more likely they will be bought. Innovation can be described as a process of transforming a concept into a product, good, or service. Real innovation is seldom, though. More often, innovation is a result of a known solution being transferred into a new context. There are different forms of innovation. In general innovation can be classified in： basic innovation, product improving innovation, product adjusting innovation, imitation and pretended innovation. These different kinds of innovation can occur within a company as a process, or in a market as a newly developed product. The future of a company depends in many ways on the newly developed products, which in turn are depending on the needs of the customers. Those needs are not always known and needs could also be generated by inventing new technologies. Companies have to consider the development of new products and manufacturing processes in order to stay successful.

关 键 词：INNOVATION kind of innovation market MARKETING marketing strategy strategy 

分 类 号：F273.1[经济管理—企业管理] F832.48[经济管理—国民经济]