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Journal of Marketing and Market Studies 08/2021

ISBN: 1231-7853
Pages: 32
Publication date: 2021
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2021.8.1
JEL: L81, M31, M21, M15

Conflicting information about the success and failure rates of new products introduced on the market is presented in scientific publications as well as in research reports from consulting agencies and online sources, that have appeared in the last 60 years. Theoretical and empirical research reveals, that despite implementing new product development best practices, many projects fail with new product strategies. But are failure rates as high as 90% true? This would mean, that high costs of product innovation are incurred by many stakeholders, who create a specific network of relationships, not just the enterprise. It can be assumed, that project teams responsible for development and introduction of a new product on the market would not accept such a high risk rate of new product failure, with an extremely low level of business security, including success of new product on the market. The conditions in which companies operate influence the strategic and operational marketing activities of an organization. It is therefore no surprise, that the effects of managing new products, including process of their development, are becoming more and more important issues in the scientific literature and economic practice regarding product innovations. The aim of the article is to present the real market effects of new products, success and failure rates, from the point of view of companies representing various industries. Research measures in the field of marketing and sales effects of new products in enterprises are also proposed. The author assumes that the review and conceptual nature of this research is dominant.

 

Keywords: new product; marketing; success and failure rates of the new product; new products introduced on the market
DOI: 10.33226/1231-7853.2021.8.2
JEL: M31, M37

The issue of publication revolves around the question of the effectiveness of native advertising and the social orientation of this form of marketing. The aim of the article is to profoundly review the definitions of native advertising, to compile its performance measures and to evaluate effectiveness in the light of social marketing assumptions. The text presents a critical analysis of the literature on the subject. It has been shown that striving to increase the effectiveness of native advertising can take place at the expense of socially responsible promotion and communication with the customer. Focusing solely on the effectiveness of native advertising, omitting social issues, shapes the negative attitudes of recipients towards this promotion tool and causes a loss of trust in the manufacturer and the brand. The use of native advertising should include a clear marking of the message, so that the recipients clearly distinguish the commercial message from other content published in the medium.

Keywords: native advertising; efficiency of native advertising; social marketing
DOI: 10.33226/1231-7853.2021.8.3
JEL: M31, M38, K39

The subject of the article is employee advocacy defined as the promotion of an organization by the people who work for it. The scientific aim of the article is to systematize knowledge about employee advocacy and to identify areas for future research on this issue. A narrative review of literature was used as a research method. The utilitarian goal of the publication is to promote changes in the way of understanding the role of employees in the organizations' marketing activities. The key benefits of employing employees as brand ambassadors were presented. Arguments were prepared to support the thesis that employee advocacy programs have almost unlimited promotional potential, but employees can be valuable brand ambassadors only if they have knowledge of the brand's needs and employee advocacy mechanisms.

Keywords: advocacy; brand ambassador; reputation; digital marketing; social media
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