Business Marketing Management - Essay Example

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The paper entitled 'Business Marketing Management' presents businesses that aim at improving their profitability have to introduce new services that are in demand by their customers. Examples of new services include Apple iTunes and iCloud and Apple iPod…
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Business Marketing Management
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Novartis innovation was one that resulted in a remarkable improvement in service delivery in the health sector. Through the computerized system, malaria drug availability could be determined in order to avoid shortages in the sellers’ shelves. The unique and complex alliance formed between the business and other strategic partners ensured efficient communication and coordination that ensured its success. What needs to be answered is: How did Novartis manage to succeed in with the multiple alliances? What strategies did it pursue to gain effectiveness?
Most businesses succeed because of introducing new products that are in demand in the market. However, in achieving sales growth and surging profitability, a colossal sum of money is required in research and development and therefore the investment decision must be comprehensively analyzed. An innovative business model is essential for the successful introduction of the innovative product (Hutt & Speh, 2009). This could involve forward, backward or changing the governance structure.
Innovation plays a key role in business and organizational success (Hutt & Speh, 2009). Introduction of both services and goods demands considerable adjustment in the business model and effectiveness in the formation of strategic alliances. Read More
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