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Marketing of Internal Company’s Innovations


Sergey Komarov
(about the author)

Komarov Sergey Vladimirovich – Dr. of Philos. Sci., Professor, Chair of Management and Marketing, Perm State Technical University

Published in:
Russian Journal of Entrepreneurship
– № 7-2 / July, 2010



Keywords: diffusion of innovations, innovative development, internal marketing, leaders-innovators, managers-followers, outsiders


Citation:
Sergey Komarov (2010). Marketing of Internal Company’s Innovations. Russian Journal of Entrepreneurship, 11(7), 73-76. — url: http://bgscience.ru/com/lib/2350


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Abstract:

The article examines the process of internal innovations in a company from a marketing viewpoint. The author points out the functional role of outsiders, leaders-innovators and managers-followers as the sources and consumers of innovation in the organization. He points out that the problem of development has less to do with generating the innovations, as with its perception by the managersfollowers.








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