Role of ICTs in the Marketing of Refractory Products as Innovation Success Factor

Gochhait, Saikat
January 2014
Journal of Marketing & Communication;Jan-Apr2014, Vol. 9 Issue 3, p56
Academic Journal
This paper seeks to explore the role that Information and Communication Technologies (ICT) plays in the processes of product innovation and marketing -- as an element that strengthens the cooperation and communication among agents within the innovation project, reducing the obstacles to innovation and enhancing the development of differentiated refractory products as well. The study of a sample of 100 refractory companies in India allows the contrast of initial hypotheses and establishes a profile of an innovative company based on the significant relationships that exist between innovation and ICT use in marketing and cooperation. Two ideas stand out from the analysis. First, intensive ICT use in marketing makes the company more innovative, as it perceives that its usage breaks down barriers to innovation and speeds up processes that in turn become more efficient. Second, increasing ICT use in marketing encourages company predisposition to collaborate with and integrate particular agents within the business environment in the development of the innovation process, improving the degree of adaptation of the new product to market demands. This study offers important contributions, and draws conclusions for those directors involved in the development of new products. A new framework is presented for identifying the role that intensive ICT use in marketing plays as an element that strengthens the cooperation and communication relationships in new product development processes in refractory industries.


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