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Marketing Innovation
Petrová, Eva ; Klosová, Anna (advisor) ; Sato, Alexej (referee) ; Kislingerová, Eva (referee) ; Přikrylová, Jana (referee)
The gross domestic product (GDP), as a basic measure of a country's domestic economic output is a product of the size of the labour force and its efficiency. Its result is a combination of two immediate factors: utilization of labour and productivity of labour. Productivity is the most relevant in the long run and the key to sustainable economic growth, while innovation is the central factor of productivity growth. Assessing the innovative performance of a country, as well as explaining it, goes a long way in understanding the dynamics of its productivity, hence its prospects for long term economic growth. The aim of this dissertation thesis is to confirm the importance of innovations' influence on the GDP growth in the chosen developed countries. Another aim of this thesis is to point at innovation as a source of competitive advantages for companies that allows further market share gains and thus revenue and margin increase as well as other strategic advantages. The main aim of this thesis is to provide a complete picture of a successful innovation launch in the market and its management during its life cycle, while considering various influences impacting the success of innovation strategies. The focus will be mainly on high-tech product innovations.
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