Innovations related to the customer-facing elements of an enterprise can facilitate product and service success by creating unique differentiation based on innovative marketing approaches. These innovative approaches are memorable to the customer and enhance the customer experience.
Marketing innovations can encompass developing new market research approaches to address knowledge gaps and uncover the unique needs of diverse segments, finding new ways to ensure product availability and affordability, imaginative communication and promotional strategies, brand building innovations, and novel pricing strategies.
Omnichannel and home delivery services represent examples of channel-related innovations while creative publicity generation to break through the clutter typifies innovative approaches to promotion management.
Similarly, pricing by brick-and-mortar retailers to combat showrooming reflects innovative pricing approaches. Given the import of these marketing innovations, the Snyder Center seeks to further insights on marketing innovations.
Research Insight
Want to Accurately Forecast New Product Sales? Use Prerelease Consumer Buzz
Guiyang Xiong, Syracuse University
Research Insight
Want to Prevent Customer Showrooming? Adopt UMRP!
K. Sivakumar, ’92 Ph.D., Lehigh University
Research Insight
Online Word of Mouth – Is More Necessarily Better?
Scott Fay, Syracuse University
Executive Perspective
How to Thrive with Agile Digital Transformation During the Pandemic
Hal Lawton, CEO, Tractor Supply Company
Research Insight
Want to Ensure New Product Success? Eschew Traditional Market Research
Jagdish Sheth, Emory University
Research Insight
How can Companies Benefit from Hiding Which Product Customers Will Get?
Scott Fay, Syracuse University
Research Insight
Seeking Customer Involvement in Innovation? A Social Strategy Can Help
Gloria Barczak, ’87 Ph.D., Northeastern Univ.
Research Insight
Considering Internet Channel Entry? Assess Channel Structure and Market Environment
Eunkyu Lee, Syracuse University
Executive Perspective
How to Create Innovative and Memorable Retail Experiences?
Rick Caruso, CEO, Caruso
Research Insight
Why Demonstrate Product Concepts at Tradeshows?
Tridib Mazumdar, Syracuse University
Executive Perspective
How to Create Experiences and Leverage the Brand
Gary Friedman, CEO, RH
Executive Perspective
How Nordstrom Responds to the Ecommerce Challenge
Pete Nordstrom, President, Nordstrom