| Popis: |
Improving the development and commercialization of indigenous natural products in order to create customer loyalty today, as a result of the strengthening of the competition of multinational companies, is truly a research challenge. Global competitors have access to large marketing budgets but need to learn to compete with just the basic content of a marketing story – i.e. the product. Is it possible, in the development process of indigenous natural products, to identify the categories of attributes through which it is possible to competitively position oneself in a specific niche? Long-term experience of the authors suggests that the standard model of managing the development of new products needs to be modified. In order to prove this, new concepts were conducted by testing empirical models with lines of indigenous natural products. Primary research was conducted based on the attitudes of loyal customers of the selected brand on a sample connoisseurs in which individuals are selected based on the pretest. The findings illustrate key categories of attributes of indigenous natural products which contribute significantly to customer loyalty. The same can be accurately learned about the application of conjoint analysis. Implemented in the identity of a new product during the development phase, prior to commercialization, modification of a standardised model of development of new products is recommended. Research findings are scientifically substantiated for these modifications. Located primary research (2017/2019.) represent the contribution application, usable for other categories of local products. Based on the findings of this paper, an innovative model of development and commercialisation of indigenous natural products is presented. |
