| Abstract [eng] |
The impact for business of the relationship between innovative product development process and communication with customers is a new field for research. Information about communication impact on innovation development process and new product diffusion might be very useful for the companies, which act as innovation creators in the market. To fill this information gap and make some new perspectives for this topic the communication chain of the innovative cosmetic line „Kilig Urban“ was selected as the main research object of this thesis. This work analyzes how the development process of the innovative cosmetic line is operated inside the firm, the importance of the communication with the customers and describes communication tendencies. The research consists of three parts: analysis of scientific literature, qualitative analysis of the interview content and media content, quantative analysis of the survey. After the results was analyzed it was observed that problems in the innovation development process have negative effect on the communication with the cooperating companies and with the customers. Also, innovative and different design of the package does not reflect the innovation of the cosmetic product. It was noticed that excessive information about the functions of the innovative cosmetic line might mislead the customer and affect his decision to purchase the product. Considering results and conclusions of the research, recommendations were made, which can be useful for the improvement of the innovation development and communication with the end users processes. Thesis consists of 8 parts: introduction, analysis of literature, methodology of research, results, analysis of results, scientific discussion, conclusions, recommendations, bibliography. Scope of work: 55p. of text without appendix, 7 illustrations, 55 bibliography sources. |
