Management of internal consumer innovation readiness

DOI

10.2991/sicni-18.2019.87How to use a DOI?

Keywords

innovation readiness, internal customer, internal consumer of innovation, marketing management

Abstract

The article defines the concept of innovation readiness of an internal consumer, identifies the reasons and factors that influence, support or block innovation adoption among internal consumers of innovation. In the scope of innovation management, the system of innovation readiness levels (IRLs) is usually applied to technology and market demand. The authors propose the concept of internal consumer IRLs (ICIRL) applying the system of IRLs to the internal environment of a company. The article proves that the concept of marketing management of the internal consumer behavior can be effectively applied in order to increase the innovation readiness. The authors propose consumer innovation readiness management algorithm.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - G.S. Timokhina
AU  - A.A. Drevalev
AU  - E.V. Lubina
PY  - 2019/01
DA  - 2019/01
TI  - Management of internal consumer innovation readiness
BT  - Proceedings of the 2nd International Scientific conference on New Industrialization: Global, national, regional dimension (SICNI 2018)
PB  - Atlantis Press
SP  - 431
EP  - 435
SN  - 2352-5398
UR  - https://doi.org/10.2991/sicni-18.2019.87
DO  - 10.2991/sicni-18.2019.87
ID  - Timokhina2019/01
ER  -