ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

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Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2, ISSN: 1842-4856 20. McDonald M Strategic marketing Bucharest CODECS 1998 21. NEGRUT C Marketing initiation Timisoara Augusta 1997 22. NEAMTU A Marketing-Systems and Economic Publisher 2005 Approaching 23. NEAMTU, Adina Communication and Public relations 2006 24. PRUTIANU S The marketing research Iasi Polirom 2001 25.PURCAREA T Marketing Bucharest Expert 2000 26. RIT A The management communication Timisoara Mirton 2003 27. RUS F Public relations and publicity Iasi the European 2004 Institute 28. RUSSEL T Publicity manual Bucharest Teora 2002 29. ZAIT A Direct marketing elements Bucharest 2000 Economic Publisher 408
Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2, ISSN: 1842-4856 NEW PRODUCT DEVELOPMENT AT THE BEGINNING OF THE MILLENIUM. A GENERAL APPROACH Claudiu CICEA, University Reader PhD. Academy of Economic Studies, Bucharest Abstract : Innovation is vital to the economical growth and for the profit decrease in any company. The paper analyze in details the importance of innovation, the risk of this activity, the main characteristics of the innovation management and also the emergent factors for new products. The author emphasizes the process of selection for the optimal commodity market, regarding the main characteristic of the ideal commodity market. Among these characteristics the author presents growing potential, future significant incomes, low risk, competition atractivity etc. The selection process is based on the importance coefficients, for each characteristics and criteria. Finally, it is possible to calculate a global score for each situation, in order to select the optimal commodity market. 1. Introduction In a recent study made in the USA on a 700 companies sample (from which 60% produced industrial goods, 20% long use goods and 20% consumption goods), it is said that almost 1/3 (28%) from the growth of these companies is due to the new products. Even more, 35% from the turnover is due to some products that did not exist 10 years ago. According to the marketing theory, the life cycle of a product comprises 4 phases: the initiation phase, the development phase, the maturation phase and the decline phase. No matter what option we make, the company should hold a research department to respond for the innovative process. If the products are not improved and if new products are not created, the company's profit and profit will diminish, the market quota will decrease and the company's activity will restrain. Although the development of the new products contributes to the growth of a company's profit, this activity has several risks [1]. - In 1973, RANK XEROX invented the office printer (3 years before Jobs and Wozniak), but it failed to be commercialized, although it represented a real success from a technical point of view; - The BOWMAR company was the one that invented the pocket numerical calculator, that eventually bankrupted; 409
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