The impact of marketing oriented product development on new product performance = A marketing orientált termékfejlesztés hatása az új termék teljesítményre

In the new product innovation management literature a lot of empirical studies have supported the importance of marketing orientation as a key success factor of new products. The purpose of this paper is to examine on a Hungarian sample if there is a connection between marketing oriented product development and new product performance. Firms were clustered into two product performance categories. ANOVA analysis showed significant correlation between R&D/marketing interface and new product performance, while variables associated with costumer orientation were not significant. The study was based on data “In Global Competition 2004 – 2006” survey. This paper was presented at the INCODE conference (INCODE, 2008). = Számos felmérés bizonyítja, hogy az új termékek sikerét nagyban elősegíti a marketing orientált fejlesztési gyakorlat. A „Versenyben a világgal 2004-2006” felmérés adatbázisán ennek relevanciáját vizsgáltuk. A vonatkozó szakirodalomból kiindulva, a felmérés kérdőívéből kiválasztottuk azokat a változókat, amelyekkel a marketing orientált termékfejlesztés leginkább jellemezhető. Öt változóval írtuk le a fogyasztó orientációt, míg egy változónk volt a K+F/marketing együttműködésre. Eredményeink szerint azok a vállalatok, amelyeknél a K+F és a marketing részlegek szorosan együttműködnek, jobb termékfejlesztési teljesítményt érnek el. Ugyanakkor a fogyasztó orientáció és a termékfejlesztési teljesítmény között nem találtunk szignifikáns kapcsolatot. A tanulmány megjelent a pécsi INCODE konferencia kötetében (INCODE, 2008).

Action oriented futures studies in Hungary

The significant social changes and unstable social–economic processes we are undergoing require more participation and more future oriented grassroots activity both in designing the possible future alternatives and in the actions for the realization of them. Action oriented futures studies and participatory futures studies are in close connection, because orientation towards actions and participation of non-professionals can be strengthened by their mutual interdependence in futures work. This study gives—as examples—summaries of four Hungarian case studies using participatory futures methods: one case from the field of vocational training, two cases concerning regional development, and one about national social–economic development. Our experience shows that such selected groups have evaluated the present issues in their environments as well as the closer and broader regional issues in authentic ways. The future alternatives that were outlined regarding the future of vocational training, acceptable future alternatives of domestic social–economic development, and future living conditions of a smaller settlement and in a larger town, reflected obligation, responsibility and personal interest. That non-professionals lack sufficient future orientation, and do not see possibilities to take serious actions for the future is a read problem. Fortunately, it seems that the future and action oriented attitude of the individuals might be further developed by the use of partnership education.