Marketing Innovation Case Study

Kotler, et al. (2013) states that marketing innovation requires an organization to continuously seek real product and marketing improvements by finding better ways of doing things to keep its customers. Innovation therefore, introduces new ideas and novel invention on existing inventions with the intention of creating benefit. This is important not just to improve organizational performance from the development of an invention towards enhancement of products, services, processes and/or technological advancement, but also in contributing to the economy (Hisrich and Kearney., 2014). Organizations that build profitable customer relationship with its target market understand their needs better than their competitors and delivers value to its

The term encompasses the envisioning of new work strategies, the actual process design activity and the implementation of the change in all its complex technological, human and organizational dimension. Rouse (2007) corroborates this statement wherein it is a new significant change in how products are created or delivery methods taken to reach customers towards maintaining

General Motors produced the first Frigidaire refrigerator in 1918, thus improving the icebox imprint. Thus householders benefited from competitive advantage from the value-created strategies in having their own personal modernized icebox storage, enabling access to ice at any time throughout the year (Chapman, 2010). Today, while ice as a product has not changed, the process of its storage through innovation and technology continues to be improved by General Motors, from the traditional icebox storage concept, made available to its customers from a variety of different types, styles, sizes and colours of modern luxurious refrigerator appliances, a common necessity to every householder in bringing accessibility, affordability and energy efficient while generating global