Building Capacity for Marketing Innovation

Building Capacity for Marketing Innovation

2007

Building Capacity for Marketing Innovation

Introduction

Consumer electronics like personal computers , televisions , digital music players , and video game console , for instances , shows incredible growth and development in terms of the number options (variety of products like models , features etc ) and demands

The successful products in the consumer electronic industry like are the results of managed innovation culture that happen in the manufacturers or developers of the products . Microsoft innovation strategy in developing user-friendly software and later video game console (Microsoft Xbox , Apple 's

unmatched success when they invent iPod , and Disney success in generating memorable cartoon characters are examples of companies that maintain innovation culture , which in turn contribute to the company 's success

According to WordNet (2007 , invention refers to the development or creation of new products or process as the result of thorough study and experiment . Invention can also refer to the creation of ideas for future product creation . The two definitions reveal that innovation influence the success of a business since it relates to the creation of products of services that customers buy

Under such circumstances , successful companies all over the world take into account innovation strategies in to obtain greater market share and create better revenue and profit margin . However , the definition from WordNet also suggests that innovation does not merely relate to products or services but also to any process that make the products or services exist such as production , sales , advertising , and public relation , to name a few

Concerning the innovation , this will elaborate the ideas of building capacity for marketing innovation for a company from my home country , Thailand . The chosen company is Advanced Info Service HYPERLINK "http /www .ais .co .th " www .ais .co .th , a leading telecommunication carrier in Thailand . The discussion include several concept on marketing innovation such as the fulfillment of consumers wants and needs , a concept that assumes customers possess clear objectives and will pursue them reasonably , and other Stephen Brown 's ideas such as postmodern marketing , free gift inside , and marketing code

Telecommunication Industry in Thailand

Fixed and Mobile Carriers in Thailand

Like exist in many markets (countries , telecommunication industry in Thailand composes of two broad industries they are fixed line and mobile phone services . There are two fixed line carriers : Telephone Organization of Thailand (TOT , a state-owned company and one private company , Telecom Asia (TA . The maturity of fixed line services has provided the country with 8 million of subscribers ' line capacity with only 7 .1 million subscribers ' line in use (Thailand Investor Service Center , 2004

In addition , Thailand also posses five mobile phone carriers three of them provide Global System for Mobile Communication (GSM )-based services they are TA Orange , Advance Info Service (AIS . The other two carriers are CDMA provider Hutch and Thai Mobile that provide Digital PCS service . As of January 2004 , the country 's mobile phone customers account for 15 million subscribers (Thailand Investor Service Center , 2004

Advanced Info Service : Company Background

Advance Info...