DOI: 10.5937/jaes14-10880
This is an open access article distributed under the CC BY-NC-ND 4.0 terms and conditions.
Volume 14 article 373 pages: 213-221
The research results relating to the
new product development are represented in this paper. The importance of market
pull strategy is described too. Market pull strategy is reflected in the
enterprise cooperation with customers from idea concept to final product, which
includes R&D activities. Customers appear as external sources of ideas, but
instead of them the main sources of ideas are competitors and fairs. Also,
marketing activities in SMEs are very limited. In comparison to the neighboring
countries Serbia does not have inferior position. For the new product
development in Serbian enterprises with small-scale production, the paper
proposes two strategies: “open Innovation” and “innovative network”. Open
innovations are important because of the close cooperation between companies
and external knowledge sources, while innovative networks strategy has its
advantages in creating business cooperation with subcontractors in the use of
ideas and knowledge sources.
Limitations of this study are: very poor response
rate, geographical limitation and lack of a specific homogeneous group of
samples in the analysis of certain parameters.
This paper is a result
of the project TR32008 supported by the Serbian Ministry of Education, Science
and Technological Development
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