Дружба крепкая. Партнерство производителя и ретейлера во имя любви потребителя
Cross-functional cooperation is considered as one of the most crucial conditions to ensure effectiveness of new product development process. Particular interest arises in identifying conditions which lead to effective cooperation between marketing and R&D as they are deemed pivotal departments in developing innovations. This paper generalizes data from empirical researches and suggests synthesis model of factors affecting effectiveness of cooperation.
The article is devoted to the Russian pet food market. Multinational companies dominate on the market and estimate Russia as one of the largest market in the World. The main consumer trends are the following: overall expenditures on prepared pet food increase in Russia, pet owners are looking for healthy alternatives to unprepared pet food. Russians are brand dependant which leads to high market consolidation - 2 main players count for a significant market share.
This book chapter discusses issues related to the innovative activity of firms, the similarity and distinction of the following categories e.g. innovative marketing and marketing innovations. The issues of the new product development process and successful commercialization of innovative products in the market are thoroughly examined in this book chapter.
The article attempts to build the multifactor model of brand loyalty using the method of structural modeling. Using the method of structural modeling, the multifactor model of brand loyalty was created. It was found that brand satisfaction mediates the communication between brand image and brand loyalty, it means that when the customer satisfaction is low, the link between brand image and brand loyalty is high. It is also found that the most important components of brand image are the brand reputation, consumer’s image and perceived quality of the brand. The image of organization and the uniqueness of the brand are not decisive for the perception of the brand and are excluded from the model.