Innovation Management and Knowledge Based-Innovation Approach in Research and Development-Marketing-Production Integration

Year 2016, Volume: 16 Özel Sayı, 41 - 50, 01.11.2016

Keti Ventura Haluk Soyuer

Abstract

Dynamic market structure, shortened product life cycles, urgency of predicting the preferences and expectations of customers in competition intensive industries has brought the importance of sustainability in business and the presence of innovation management strategy which is one of the necessity of it. Within this context, the aim of this paper is to explore the importance and the factors affecting the integration of research and development, marketing and production functions which are one of the functions that have the potantial of creating innovation, and also present knowledge-based innovation which can be evaluated as a guide for companies in this process. This exploratory study is tought to be beneficial for the companies especially operating in competetive environments to lead and easily adapt this process to their companies

Keywords

research-development, marketing and production integration, innovation management, sustainability, knowledge-based innovation

İşletmelerde Yenilik Yönetimi ve Araştırma GeliştirmePazarlama-Üretim Entegrasyonunda Bilgiye Dayalı Yenilik Yaklaşımı

Abstract

Rekabetin yoğun olduğu endüstrilerde dinamik pazar yapısı, kısalan ürün yaşam eğrileri, müşteri tercih ve beklentilerinin önceden tahmin edilme zorunluluğu gibi nedenler işletmelerde sürdürülebilirliği ve bunun bir gerekliliği olan yenilik yönetimi stratejisinin varlığını ön plana çıkarmıştır. Bu kapsamda çalışmanın amacı, bu stratejiyi destekleyen iş modellerinden biri olan ve yenilik yaratma potansiyelinde etkisi en yüksek birimlerden olan araştırma-geliştirme (Ar-Ge), pazarlama ve üretim fonksiyonlarının entegrasyonunun işletmeler açısından önemini, etkileyen faktörleri ve bu süreçte işletmeler açısından bir yol haritası niteliğinde değerlendirilebilecek bilgiye dayalı yenilik yaklaşımını (Knowledge Based Innovation) ortaya koymaktır. Keşifsel bir araştırma niteliğinde tasarlanan bu çalışmada bilgiye dayalı yenilik yaklaşımının, özellikle yoğun rekabet ortamında faaliyet gösteren işletmelere yol göstermesi ve bu süreci kendi bünyelerine uyarlamalarını kolaylaştırması anlamında faydalı olacağı düşünülmektedir

Keywords

araştırma-geliştirme, pazarlama ve üretim entegrasyonu, yenilik yönetimi, sürdürülebilirlik, bilgiye dayalı yenilik

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