625 KB20 KB200520262006Jerman, DamjanaZavršnik, Brunoletnik:39številka:6str. 373-377ISSN:1318-5454COBISSID:8793628URN:URN:NBN:SI:doc-N8BC3W2HslModerna organizacijaOrganizacija (Kranj)inovacijeinovativno poslovanjeizboljšavemarketingpodjetjatrženjetržno komuniciranjeVpliv marketinških sposobnosti na porast inovativnosti v organizacijah|The paper presents the results of the role of marketing capabilities for the company's innovation. The research has encompassed the analysis of sources of marketing capabilities (in the areas of marketing communications), market research, appropriate sales force and new product development, can lead to higher innovation. As sources of competitive advantage, companies try to create their product or service differentiation by developing higher product or service quality, by using their knowledge to solving marketing problems, by communicating with their customers, and by satisfying customer's needs which also lead to better company's innovationV prispevku so predstavljeni rezultati raziskave o vplivu marketinških sposobnosti na večjo inovativnost v organizacijah. Ugotovili smo, da organizacije, ki razvijajo marketinško komuniciranje, kontinuirano izvajajo tržne raziskave, skrbijo za kakovostne storitve in razvoj novih izdelkov, ter imajo usposobljeno prodajno osebje, so tudi veliko bolj inovativne. Izsledki raziskave prikazujejo, da lahko s kakovostnimi storitvami vplivamo na večjo inovativnost v podjetjih in tako ustvarjamo priložnosti za inovacije ter doseganje konkurenčne prednostiTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Mariboru, Fakulteta za organizacijske vede