Innovative Marketing for Farm Products in Taiwan
1. Basic Concept
(1) Innovation and firms
1)Reasons to innovate
Economics literature
Motive: it maximises current/future profits
R&D is investment yielding future returns
Management literature
To ensure survival of the firm
To increase market share
To satisfy customers
Choice of being leader or follower
Innovation is the introduction of new ideas, goods, services, and practices which are intended to be useful (though a number of unsuccessful innovations can be found throughout history).
The main driver for innovation is often the courage and energy to better the world. An essential element for innovation is its application in a commercially successful way.
Innovation has punctuated and changed human history (consider the development of electricity, steam engines, motor vehicles, et al).