Research Paper on Effects of Innovation in Marketing

Introduction

In essence, Business community management (BCM) is a very crucial part of a business sense in most cases, a business cannot do without it. It can be defined as a strategy that enables an organization to recognize certain problems that disrupt the flow of operations. It also enables in solving the problems through an effective resource framework that brings the operations back to normal in the shortest period possible (AT&T. , 2004). A comparison between the 19th-century businesses and the 21st-century businesses shows a difference in innovation. First, in the 19th century, innovation was not a term that could be used a lot in businesses. This is because, management stack to what they knew as efficient and due to lack of interest in technology and innovation, they used the outdated methods of doing business. Second, businesses in the 19th century used to focus a lot on information technology departments, meaning the IT department was the backbone of the company if the computers and software collapsed (Thomas, 2005). However, it was not always the case since not all IT departments could handle technological failure.

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To curb the problem, innovators came up with a recovery strategy that ensured the business was well covered just in case a problem came up. Unfortanelty, this strategy did not cover all areas of the business thus brought about business flaws. Therefore, the business recovery strategies were advanced into business continuity management. It is an all rounded plan that focuses on the strategy that comes up in a business (Ramsey, 2004). Use of IT in BCM is important since communication is efficient and it makes the mission and vision of the company clear to every staff and non-staff member when dealing with an upcoming challenge to the business. It can be easy to prevent attacks to parts of the system if the right innovations are used to track intrusions (Barnes, 2001.

Overview of the Study

Data can be collected and assessed using a systematic method for the proposed hypotheses that is; the chosen topic of the effects of innovation in marketing. There will be the use of interviews and stratified sampling. Ethical issues will be put in mind as well as the cons of the study will be listed.

Interview Guidelines

It is important to note that, in this research, an interview will be the best method to use. This is because, the interviewer will be able to capture reactions from the interviewee, ask for clarifications where needed, understand the individuals more and gain more information from the respondents. The interview will use research questions that can also be formed as a questionnaire. A questionnaire can be defined as a set of structured questions used to collect primary data from respondents. Data collected is quantitative but the main aim will be to collect both qualitative and quantitative data. Therefore, the interview will use very structured questions but simply to ensure all is captured. The first step will be to prepare the questions, focusing on the topic of discussion. While conducting the interviews, the interviewer will listen carefully to the respondent and ask for clarifications where necessary. After the interview, the interviewer will review the responses and compare them with the diverse views.

Point of focus will be on the advantages of market research and BCM (Myers, & Newman, 2007, pp.26) while writing the research questions. The interview will entail close-ended and open-ended questions with follow-up questions to exhaust on the information required for the research. There will be the use of indirect questions to ensure that the true data (opinion) is recorded. Before conducting an interview, the interviewer must request to conduct the interview. He should ensure that most times the interviewee is talking to ensure data is captured are required. After the whole process is over, the interviewer will do an analysis of all the data collected and capture both qualitative and quantitative information.

Sample Design

The sample design to be used is the stratified random sampling because, it ensures the population size sampled is fair and not chosen at random, therefore, increasing the validity of the research findings as discussed by (Creswell, 2014). The sample size entails organizations that have adopted technological innovations to streamline operations. The population is heterogeneous with diverse socio-demographic characteristics thus it will be divided into small sizes. Later stratification will take place to obtain representative samples.

Trustworthiness of the Study

Purpose of truth is on the results obtained from the interviews conducted. There shall be honest questions used to determine the level of truth of collected data based on the interview questions. Relevance shall be used to ensure that the results can apply to another group (Montaquila, Brick, & Curtin, 2010). This will help in making conclusions on other groups in the whole population. Data consistency will be used to determine dependability. Neutrality shall be used to prevent biases towards respondents while reliability shall be used to obtain believable information from respondents. More so, actual data is what should be used for analyzing and no interference with it.

Table 1: Scaling questions on the importance of innovation

Anchoring Vignettes

The point is to compare respondents self-analysis to their hypothetical assessments and to use the data to adjust the format. For instance, in this study, a comparison can be between respondents personal information and their experience in the marketing departments. Like a respondent level of education, experience, and the knowledge they have about the BCM and innovation. This will help the researcher get more details on the relevance of the information. Therefore, this research will use several random surveys which will be designed to evaluate interpersonal skills.

Marketing Strategy

Technological innovations have changed the marketing strategies as they were being done in the 19th century. In the 19th-century marketing innovation mainly focused on the product, design, and price. While in the 21st century, marketing innovation mainly focuses on the interests of the customers. What the customers want, is what organizations focus on. Innovations have led to more technological usage in organizations. Through technological innovations, marketings strategies have changed with time. Marketing now can take place on the internet. However, even with the changing innovations, the main focus should be the success of the revolution in advertising inquiries and their inclusive influence on business stakeholders and BCM.

The cost of a product is determined by the process and the raw materials used. For example, when a company is producing a new product, it requires new technology. The cost of the machinery, power, raw materials, labor determine the price. The total of all these costs determine the price of the product and later determine the marketing strategy to be used depending on the demand for the product.

Reliability, Validity and Correlation Analysis

Validity implies to be the importance of the information. There is internal and external validity, internal is about the precision of the outcome while peripheral clarifies if the data can be functional to aimed groups of people (Ghari & Gronhaug, 2005). The feedback form contains important articles that form essential segments in staff preparation and growth, and it is from these articles that are comebacks collected. Correlation, on the other hand, implies to how data relates. For instance, in this case, innovation and marketing strategies. This will be determined by data collection. The data can go either way, either strongly positively correlated or strongly negatively correlated. Reliability is where information obtained from respondents is useful and can be used by organizations, the government, and institutions. Therefore, the questionnaire will be objective and focus on the topic of discussion to ensure information is captured in details.

Ethical Issues and Considerations

Ethical issues are crucial when introducing something new in the organization especially in regard to innovation. Putting across the ethical codes to be observed is very important in the organization. This is because employees reason differently and what sees as offensive is not offensive to the other. Also, some employees might take advantage of the technology and take advantage of the other employees. Therefore, a code of conduct is essential to the organization since each individual will be responsible for going against the codes of conduct. Based on this research, biases is prohibited since the data collected will favor certain facts. The study interview focused on employees who have marketing experience. The scholar duplicates the questionnaire to certify the answers were uniform in the interview guideline. The sample will be a total of twenty employees in the chosen organizations and analyze their perception of the effects of innovation in organization stakeholders and BCM. Findings will depend on the participation of respondents to the topic of discussion.

Post-questionnaire Focus Group Discussion

Focus group discussions were used to capture qualitative information relevant to the study. The main agenda of the focus groups is vibrant ideas on the segment of interviewees and their thinking in the direction of the research topic (Fassin et al., 2011).

From the data collected, it is clear that the respondent depends heavily on innovation. BCM has different stages that can detriment from the implementation of appropriate tech modernisms (Kapferer&Jean-Noel, 2012). For example, it would be important when an organization saves data offline where it can be retrieved normally without the use of IT experts. From table 1, respondents give responses that can help management to come up with policies to govern the organization and innovation measures.

From the collected data, we can note that, for businesses to remain relevant, they have to keep up with the changing technology. Despite the industry of a business, it is important for a business to work in conjunction with the IT gurus to provide solutions to technological challenges facing the company. For example, technology has changed the marketing sector of business. Therefore, for a business to be able to compete it must implement the technological ways of marketing or rather change its marketing strategy.

Conclusion

It can be concluded that the continuity of a business spins around the credentials of unsafe procedures that have the ability to damage the organizations. However, through the strategies created, the problems are controlled before attacking the business. In addition, advanced technology can help mitigate the problems faced by a business. This means that a business to hack into the computing environment it has to be up-to-date with technology and the products being produced. Therefore, it is safe to say that, whether a business likes it or not, technology must be implemented for it to stay competitive in the market.