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Using the projection method of repertory grids in developing the marketing strategy of innovative enterprise


Yuliya Maksimova, Aleksandr Korshenko, Petr Kuznetsov, Pavel Kuznetsov
(about the authors)

Maksimova Yuliya Yuryevna –

Korshenko Aleksandr Igorevich –

Kuznetsov Petr Anatolyevich –

Kuznetsov Pavel Anatolyevich –

Published in:
Creative Economy
– № 5 / May, 2010



Keywords: customer needs, demand, innovative products, marketing research, product competitiveness, repertory grid


Citation:
Yuliya Maksimova, Aleksandr Korshenko, Petr Kuznetsov, Pavel Kuznetsov (2010). Using the projection method of repertory grids in developing the marketing strategy of innovative enterprise. Creative Economy, 4(5), 71-76. — url: http://bgscience.ru/com/lib/338


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Abstract:

The article analyzes the method of repertory grids by George Kelly, referring to the expert evaluation methods. The method aims at revealing the hidden, previously unmet needs of customers. The results obtained from a study of its application, provide information of high accuracy, which allows us to construct forecasts of the likely level of demand and competitiveness of innovative products.







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