Pomen inovativnosti izdelkov pri ohranjanju konkurenčne prednosti
DOI:
https://doi.org/10.32015/JIBM.2024.16.2.4Ključne besede:
inovativnost izdelkov, cena, kakovost, trajna konkurenčna prednostPovzetek
Inovacija izdelkov je ključna pri ustvarjanju in ohranjanju konkurenčne prednosti podjetij. Podjetja se lahko razlikujejo od konkurentov z nenehnim izboljševanjem, uvajanjem novih izdelkov in privabljanjem strank. Uspeh inovacije izdelka ni odvisen samo od tega, kako nov je izdelek, temveč tudi od njegove kakovosti in cene. Zato je razmerje med inovativnostjo izdelkov, ceno in kakovostjo bistveno za ustvarjanje in ohranjanje konkurenčne prednosti. Ta študija analizira razmerje med inovacijo izdelka ter ceno in kakovostjo, s trajnostno konkurenčno prednostjo. Podatki kažejo, da obstaja učinkovito in pozitivno razmerje med inovacijo izdelka in ceno, kakovostjo. Dodatno smo zbirali podatke preko forumskih vprašalnikov in jih analizirali z metodo multiple regresije. Za pomoč pri analizi podatkov pa smo uporabili SPSS različico 25. Študija analizira vpliv neodvisnih spremenljivk (inovacija izdelka) na odvisno spremenljivko (trajna konkurenčna prednost). Po analizi podatkov je bilo ugotovljeno, da inovacije procesov, inovacije izdelkov, cena in kakovost pozitivno vplivajo na trajno konkurenčno prednost. Rezultati tudi kažejo, da te tri neodvisne spremenljivke pomembno vplivajo na odvisno spremenljivko.
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