The importance of customer orientation in the company's management strategy at all stages of product commercialization: Using the example of the company Tramigo
Terentii, Gorbunov (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121736681
https://urn.fi/URN:NBN:fi:amk-2024121736681
Tiivistelmä
A weak or poorly defined customer go-to-market strategy is often the main reason for slow growth of product revenues or failure to achieve target revenues from product sales, even if the product is truly unique,
innovative and theoretically in demand.
The research in this dissertation was based on questions about the factors influencing the effectiveness of
the commercialization strategy for new technology products and the impact of customer focus on business
success.
The relevance of the chosen research topic is explained by the fact that innovations are a key source of economic growth for a company, subject to their highly effective commercialization.
The contextual company Tramigo, selected for this study, operates in a highly competitive market and constantly introduces new technology products and product modifications to the market, and accordingly, in
the author's opinion, needs an effective tool that allows both to plan an effective and customer-oriented
launch of new products to the market and to assess the potential and effectiveness of the developed strategy for already implemented products.
As a result of the work, based on research of the company’s product cases, the advantages and disadvantages of the company’s strategy were identified, and methods were proposed to improve the company’s approaches to customers.
innovative and theoretically in demand.
The research in this dissertation was based on questions about the factors influencing the effectiveness of
the commercialization strategy for new technology products and the impact of customer focus on business
success.
The relevance of the chosen research topic is explained by the fact that innovations are a key source of economic growth for a company, subject to their highly effective commercialization.
The contextual company Tramigo, selected for this study, operates in a highly competitive market and constantly introduces new technology products and product modifications to the market, and accordingly, in
the author's opinion, needs an effective tool that allows both to plan an effective and customer-oriented
launch of new products to the market and to assess the potential and effectiveness of the developed strategy for already implemented products.
As a result of the work, based on research of the company’s product cases, the advantages and disadvantages of the company’s strategy were identified, and methods were proposed to improve the company’s approaches to customers.