PROPOSAL FOR A MODEL OF INNOVATION AND COMMERCIALIZATION OF PRODUCTS AND SERVICES BASED ON CUSTOMER NEEDS

Abstract

In an era marked by constant change, my thesis delves into the world of innovation geared towards businesses, as well as the marketing of products and services dedicated to meeting customer needs. Inspired primarily by innovation as the engine of human and business progress, I believe that in a competitive and ever-changing environment, companies that do not innovate risk falling behind and losing their relevance in the market. Therefore, understanding how to develop and implement innovative strategies is crucial for the long-term success of any enterprise. Secondly, I am convinced that innovation should be oriented not only towards meeting present customer needs but also towards anticipating and adapting to their future needs. In other words, innovation should not only solve current problems but also contribute to the well-being and continuous development of individuals and society. Additionally, it is essential to analyze both successful and failed cases in the field of business innovation. Studying companies that have excelled due to their innovative capacity provides valuable lessons about effective strategies and practices. On the other hand, examining cases of failure helps identify common mistakes and barriers that can hinder the innovation process, allowing us to learn from them and avoid them. Finally, marketing plays a fundamental role in the success of any innovation. An innovative idea can only generate significant impact if it effectively and persuasively reaches its target audience. Therefore, analyzing successful marketing strategies and studying cases of companies that have excelled in this aspect is essential to understand how to successfully bring innovation to the market. In this work, readers will find the development of a comprehensive model that combines business innovation, analyzing both successful and failed cases in the field of innovation, as well as effective marketing strategies. Additionally, I will explore a specific success case in the field of marketing to illustrate how these strategies can be applied in practice with successful results.