In times of crisis or intense competition, the survival of the company or the taking of market shares can only be won if we take the initiative to innovate. Innovation must however be accompanied indispensably with change management and appropriate marketing strategies.
This is the purpose of the presentation that was given by Dr. Di Franco Biagio, CEO of Arcturius, at the 4th International Conference on Innovation and Entrepreneurship the 28th and 29th of april 2016 in Toronto (Canada).
Innovate or die !
Some business leaders think their business may simply remain on the defensive and rest on its laurels or past successes. This position is a myth or an utopia !
The defense position brings immediate difficulties such as:
– Decrease in profits and operating losses
– Constant delays which could lead to layoffs,
– High turnover of staff,
– Points of sales closed,
– Or outright bankruptcy of the company.
The management of a company and its survival is not a coincidence but the result of a winning innovation strategy forwhich many elements are in the hands of the company director. The entrepreneur or executive who wants to spend crises smoothly is absolutely compelled to conduct innovative strategies or develop innovations.
Innovation and Marketing
At the Toronto Ryerson University, Dr. Di Franco, explained the phenomenon of resistance to change and innovation, and proposed possible marketing strategies to introduce breakthrough innovation successfully.
Dr. Di Franco Biagio’s PHD research results show that when the breakthrough innovation is introduced to the market through a strategy “push”, this often triggers a “chain reaction” leading to the phenomenon of resistance to innovation with major consequence the rejection of innovation.
At the conference on Innovation and Entrepreneurship, he also commented how to overcome the major resistance to change and innovation, how to accompany it and what are the marketing strategies that can be adopted to overcome them.
Best PHD paper Award
Dr. Di Franco has obtained the Award of the Best Phd publication at the ICIE Conference in Toronto, Canada.