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PRODUCT INNOVATION IN THE CONTEXT OF INTERNATIONAL
MARKETING: STRATEGY AND IMPLEMENTATION
Introduction
In the era of globalization and the ever-evolving dynamics of international markets,
product innovation is emerging as a critical element in companies' business strategies to win
the competition. This research aims to explore the concept of product innovation in the
context of international marketing with particular emphasis on its strategy and
implementation. Product innovation is not only a means to meet changing consumer
expectations, but also a key to building sustainable competitive advantage in an increasingly
complex global market.
One of the elements that influence purchasing decisions is the ability to innovate in
products. Innovation is the key in creating a product that can differentiate itself from similar
products on the market, providing a significant advantage. Companies are required to
continue to increase their level of innovation in order to attract consumer attention in
choosing products. The ability to innovate is crucial for the survival of a company so as not
to lose market share. Innovation in products allows a variety of choices that are more in line
with consumer preferences, meeting their needs and tastes.
Every company needs to create innovations in each of its products so that consumers
remain interested and do not feel bored with existing products. Hill and Sullivan (2004: 214)
illustrates that innovation is also known as "New Product Development" (NPD). New
products in this context refer to original products that include the development, modification,
or creation of new brands developed by companies through their internal research and
development efforts (Kotler and Armstrong, 2008: 309). New Product Development (NPD) is
a planned process that begins with recognizing and evaluating new product opportunities that
are in line with company goals. Myers and Marquis, in Kotler (2007:36), describe product
innovation as the result of various interacting processes. Therefore, innovation is not just
about new ideas, inventions, or new market advances, but is a combination of all stages of the
process.
According to the consulting firm Booz, Allen, and Hamilton, there are six categories
of new products, namely: (1) new products for the world, creating an entirely new market; (2)
new product lines, allowing companies to enter established markets for the first time; (3)
additions to existing product lines, complementing or adding products to the company's
stable lines (including size, packaging, flavor, and so on); (4) improvements and revisions to
existing products, providing better performance or higher value and can replace existing
products; (5) product repositioning, directing existing products to new markets or market
segments; and (6) cost reduction, new products with similar performance but at a lower price.
If a company manages to grow rapidly to reach the international market, it will be a
proud achievement. Competition in the business world is getting tougher, especially in the
same sector, as the number of organizations operating in similar fields is increasing. Every
company must carefully evaluate its marketing strategy to face the fierce competition in the
current era. One of the key tasks for any company in increasing sales and achieving
maximum profitability is through analyzing marketing plans. It is important for an
organization to consider both internal and external aspects when evaluating its marketing
plan. The company should understand its internal strengths and weaknesses well. In terms of
external aspects, it is important for companies to understand the conditions of their external
environment, including consumer behavior and competitive conditions in the market (Pontoh
et al., 2021).
In addition, the implementation of product innovation in the context of international
marketing requires strong cooperation between various company departments, business
partners, and other stakeholders. The importance of an in-depth understanding of
international market regulations and norms will also be clarified as a key factor in designing
a successful marketing strategy with respect to product innovation.
This research is expected to provide an in-depth look at the role of product innovation
in enhancing a firm's competitiveness in international markets. The resulting practical
implications and suggestions will provide valuable guidance for international marketing
managers. In addition, this study will also open up new directions for future research in the
field of product innovation and international marketing.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
Literature Review
Product Innovation
Product innovation is the development and introduction of new products or services to the
market to meet the needs and wants of consumers. On the other hand, process innovation is
understood as new methods and activities adopted or introduced in the process of producing
and delivering products or services, such as information flow, service delivery mechanisms,
task specifications, input materials, and equipment that support the successful production of
products or provision of services (Fitriyani, Sudiyarti, & Fietroh, 2020).
Marketing
Marketing is a series of steps aimed at creating value for consumers, including planning,
pricing, promotion, and distribution of products or services to meet and satisfy customer
needs. The role of marketing is vital in a company because the marketing department plays a
role in increasing the company's revenue. Marketing orientation is a forward-looking vision
of a company to prepare strategies that are in accordance with market needs in order to plan
appropriately (Hoffman and Bateson, 2006: 421). It is a social process concerned with
meeting the needs of individuals and groups through exchange, which aims to create
maximum satisfaction for customers.
Strategy
Strategy refers to the methods or tactics used in corporate planning, encompassing both
long- and short-term plans, with objectives set as the foundation. In a business context,
strategy is the guidance given to company management on the utilization of human resources
and how to analyze business conditions to achieve maximum profit and outperform
competitors in the market (Dirgantoro, 2001:5).
Implementation
International marketing implementation involves applying marketing strategies in the
context of the global market. Here are the essential steps in international marketing
implementation: Global Market Research, Product or Service Customization, Target Market
Definition, Marketing Strategy Development, Global Distribution and Logistics
Management, Cultural and Language Adjustment, International Team Management,
Continuous Evaluation and Adjustment.
Research Methods
In this writing, the research method used is a qualitative approach, a research process that
produces descriptive information in the form of written interpretations of observations. Since
the focus of the research lies entirely on collecting data from library sources, this type of
research can be categorized as library research.
Literature study is a data collection method that involves analyzing books, literature,
notes, and various reports relevant to the problem being studied (Nazir, in Abdi Mirzaqon T,
2018). This study involves analyzing literature to understand the concept of product
innovation, the development of international market trends, and effective marketing
strategies. Qualitative research methods are used to gain in-depth insights into how
companies adopt product innovations in an international marketing environment.
Results And Discussion
These findings suggest that a positive evaluation of product innovation indicators,
such as conformity to new product innovations, providing added value from previous
products, conformity to current trends, and penetration of new products into various buyer
market segments, will have an impact on competitive advantage.
Based on this research and support from Han et al (1998), innovation in the marketing
context refers to new products that seek to break new ground. This concept also includes
technical and administrative innovation. Technical innovation relates to changes in products,
services and technologies, all related to work activities that consider other products and
processes. In addition, according to Lucas and Farrell (2000:217), product innovation is the
process of introducing new technologies. Product innovation can be broken down into three
main dimensions: 1) Line extensions - products that are known by the organization but new to
the market. 2) Me-too products - products that are new to the organization but familiar to the
market. 3) New-to-the-world products are products that are considered new by the
organization and the market as a whole.
The effect of product innovation impacts competitive advantage as new products or
services are introduced to the market. Sustainability of innovation in the company is an
important requirement that will ultimately support competitive advantage. Bharadwaj et al
(1993; 114) emphasize that the company's ability to innovate its products maintains products
that are in accordance with what is wanted and needed by the company customers. New
product excellence has great significance in a highly competitive global market. It relies on
innovative product development that enables the product to have a superior position in the
market and ultimately win the competition.
In running a business, marketing is a very important activity that must be understood
as one aspect to survive, develop, and generate income. Marketing efforts are instrumental in
determining the direction of the company in order to compete in an increasingly competitive
environment. Marketing must be able to respond to the product needs desired by consumers.
Therefore, implementing the right marketing strategy is the key to success for a company to
survive. Marketing strategy is a detailed plan on how the market position is determined, how
marketing is done, and the estimated costs required. It is a comprehensive technical guide
integrated in the marketing department, explaining the technical procedures that must be
carried out to achieve the company's marketing objectives (Assauri, 2007).
The core elements in marketing a product or service, such as product excellence,
pricing, product packaging, promotion, and distribution, reflect what is referred to as the
marketing mix. Jerome Mc.Charty, cited by Kotler and Armstrong (2014), outlines several
elements of the marketing mix such as:
Products are elements that provide benefits to the general public, and efforts to make
them as attractive as possible to attract consumer attention. Products can be physical
goods, services, ideas, and various other forms (Kotler). Product evaluation includes
product variety, quality, and physical presentation (Philip, 2005).
Promotion is basically a marketing communication that seeks to expand information,
influence, and remind the market about the Company and its products in an effort to
make the market want to accept, buy, and remain loyal to the products they offer.
(Christine & Budiawan, 2019). Promotion invites consumers through various efforts
that are used as the basis for marketing strategies. The elements of promotion include
advertising (mass media such as TV, radio, etc.), personal selling (face-to-face
communication), sales promotion (through demonstrations), and publicity (through
interviews or information) (Assauri, 2007).
Price, according to Philip Kotler, is a parameter used in the exchange of money in
marketing activities agreed between consumers and providers or sellers of products or
services (Kotler). In other contexts, price plays an important role in consumer
decision making (Tjiptono, Marketing Strategy 3rd Edition, 2008). Candra states that
price assessment can be done through comparison with competitors' prices, discounts,
and variations in payment systems.
The implementation done for product innovation is:
o Global Market Research: Conduct global market analysis to understand the
needs, preferences, and behaviors of consumers in different countries or
regions.
o Product or Service Customization: Adapting products or services according to
local needs and preferences. This can include aspects such as product features,
packaging, and even brand name customization.
o Target Market Determination: Identifying markets that have potential and
relevance to the product or service being offered.
o Marketing Strategy Development: Creating a marketing strategy that considers
aspects such as promotion, pricing, distribution, and global product placement.
o Global Distribution and Logistics Management: Manage the global supply
chain to ensure efficient distribution, including logistics, warehousing, and
shipment handling.
o Cultural and Language Adjustment: Understand and respect local cultural
values and languages in marketing strategies, including advertising campaigns
and brand communications.
o International Team Management: Build multicultural teams that can
collaborate effectively to manage global marketing strategies.
o Continuous Evaluation and Adjustment: Conduct regular evaluations of
marketing performance, respond to market changes, and adjust strategies as
necessary.
Implementing international marketing requires a deep awareness of cultural
differences, market regulations, and consumer needs in different countries. Flexibility in
changing strategies according to global market dynamics is essential for success in achieving
international marketing goals.
Conclusions
From the results presented, there are several important conclusions that can be drawn
regarding product innovation; First, Innovation Success Indicators: Positive assessments of
product innovation indicators that meet market needs, provide additional benefits from
previous products, and Enter all buyer segments in the market have an impact on excellence
in competition. Second, Definition of Innovation: Product innovation includes technical and
administrative aspects that bring new products, services, and technologies to the market. This
can take the form of product extensions, product imitations, or new products that have never
existed before. Third, the Effect of Innovation on Competitive Advantage: Product
innovation provides a competitive advantage because new products or services introduced to
the market can win the competition, especially if the innovation continues. Fourth, The Role
of Marketing in Business Success: Marketing plays a major role in determining the direction
of a company in a competitive market. Understanding consumer demand, the right marketing
strategy, and an effective marketing mix (product, promotion, price) are important to survive
and thrive. Fifth, Implementation of Global Product Innovation: In carrying out global
marketing, companies need to conduct global market research, product or service
customization, target market establishment, suitable marketing strategies, global distribution
and logistics management, cultural and language customization, international team
management, and continuous evaluation and adjustment.
Implementing product innovation internationally requires a deep understanding of
cultural differences, market regulations, and consumer needs in different countries. The
combination of the right marketing strategy with appropriate product adaptation can be the
key to success in dealing with international market dynamics.
