Design of new products, an analysis from the dynamic marketing capacity

Abstract

The purpose of this work was to analyze marketing innovation in manufacturing companies in the dairy sector in the Colombian Caribbean Coast from the perspective of dynamic capacities. The study of an interpretative analytical nature was based on the qualitative paradigm, from where in-depth interviews, observation, documentation were carried out and a questionnaire was applied; finally, triangulation was used. The main constructs were identified respectively: marketing innovation and dynamic marketing capacity (design of new products, integration with suppliers and integration with customers). According to the findings, it is concluded that entrepreneurs must develop projects aimed at strengthening their research budgets, development and innovation, monitoring processes and market intelligence, to increase the use of and information technologies, the use of traditional data processing software applications, but also the massive use of data, not forgetting innovation in supply chain management, to help identify opportunities and confront or evade threats, develop new and creative forms of marketing, strengthen the management of strategic alliances and develop sector indicators.