Challenges in managing innovation-marketing projects in retail industries
Session
Management, Business and Economics
Description
Every industry have their own challenges that need to face when planning to bring innovation. In every situation, the leading company have the responsibility to bring new era of innovation, especially in marketing campaign. The planning process, for these projects is more complicated and need special focus and commitment from core team. With this paper, we will investigate and present the results from our research in 3 main retail companies in Republic of Kosovo. The aim of the paper is to present the main challenges, categorized, that all marketing team need to consider before planning marketing campaigns and innovation. Based on the results, marketing planning is very dynamic in retail industry, because the competition is very strong, and consumer’s behavior is changing rapidity, especially after Covid 19 period. The survey results shows that the main focus of the marketing team is to create a good goods offer for the consumer’s and making creative offer announcements. The other planning campaigns are linked with the sales and brand awareness.
Keywords:
project management, marketing, retail.
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-550-50-5
Location
UBT Kampus, Lipjan
Start Date
29-10-2022 12:00 AM
End Date
30-10-2022 12:00 AM
DOI
10.33107/ubt-ic.2022.426
Recommended Citation
Shehu, Ermira and Sejfijaj, Osman, "Challenges in managing innovation-marketing projects in retail industries" (2022). UBT International Conference. 442.
https://knowledgecenter.ubt-uni.net/conference/2022/all-events/442
Challenges in managing innovation-marketing projects in retail industries
UBT Kampus, Lipjan
Every industry have their own challenges that need to face when planning to bring innovation. In every situation, the leading company have the responsibility to bring new era of innovation, especially in marketing campaign. The planning process, for these projects is more complicated and need special focus and commitment from core team. With this paper, we will investigate and present the results from our research in 3 main retail companies in Republic of Kosovo. The aim of the paper is to present the main challenges, categorized, that all marketing team need to consider before planning marketing campaigns and innovation. Based on the results, marketing planning is very dynamic in retail industry, because the competition is very strong, and consumer’s behavior is changing rapidity, especially after Covid 19 period. The survey results shows that the main focus of the marketing team is to create a good goods offer for the consumer’s and making creative offer announcements. The other planning campaigns are linked with the sales and brand awareness.