Market Research and Strategic Decision-Making in the Context of New Product Development
Istraživanje tržišta i strategijsko odlučivanje u kontekstu razvoja novog proizvoda
Abstract
Formulation of business and marketing strategy requires analytical support from the market research methodology, both in terms of the initial informing of decision makers and measuring the effects of applied decisions. The aim of this paper is to shed light on the symbiosis between market research and strategic decision making under new product development setting. New product development process is seen through the iterative stages of identifying market opportunities, product design, product market testing, product introduction and product lifecycle management. The authors offer answers for the following questions: what are the critical business decisions at every stage, what are the information inputs needed for any decision and which market research methods can help in their preparation. One of the main conclusions of this paper is that it is desirable that the marketing manager understands the entire process of market research in order to eliminate the risk of reliance on incorrect data and information in decision-making. Marketing manager, who introduces a new product, is expected, before making key strategic decisions, to understand the basic assumptions of individual methods, pros and cons of the methods used and to know how to interpret the research results.
Apstrakt
Formulisanje poslovne i marketing strategije zahteva analitičku podršku metodologije istraživanja tržišta, kako u pogledu inicijalnog informisanja donosilaca odluka, tako i u pogledu merenja efekata primenjenih odluka. Cilj ovog rada je da se navedena simbioza osvetli i analizira na području formulisanja strategije razvoja novog proizvoda. Proces razvoja novog proizvoda se posmatra kroz iterativne faze identifikovanja tržišnih mogućnosti, dizajniranja proizvoda, tržišnog testiranja proizvoda, uvođenja proizvoda na tržište i upravljanja životnim ciklusom proizvoda. Autori daju odgovore na sledeća pitanja: koje poslovne odluke su kritične u svakoj fazi, koji informacioni inputi su potrebni za donošenje svake odluke i koje metode istraživanja tržišta mogu pomoći u njihovoj pripremi. Jedan od osnovnih zaključaka je da je poželjno da marketing menadžer razume čitav proces istraživanja tržišta da bi eliminisao rizik oslanjanja na pogrešne podatke i informacije u procesu odlučivanja. Od marketing menadžera koji uvodi novi proizvod se očekuje da, pre nego što donese ključne strategijske odluke, dobro razume osnovne pretpostavke pojedinačnih metoda, domete metoda i da ume da interpretira dobijene rezultate istraživanja.
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