Continuous development and expansion is extremely important from the viewpoint of an organization and an organization could not be in the sake of economic prosperity without developing and expanding accordingly and effectively at the same time (Williams, 2010). A company is all about having different employees with different mindset to achieve a predominant goal.
As per number of authors, including Von Hippel, innovation is extremely important and effective from the viewpoint of an organization and it will certainly bring effectiveness the innovations are user generated. Von Hippel critically evaluated this particular stance from different angles and found that, the innovation based stance arise from the users would be more worthwhile as compared to the innovation which have been initiated specifically by the companies in total. User-Generated innovation means is to identify the ideas and customization of the customers while making a certain product (Hippel, 2007). It is an important and valuable point of sales (POS) of the company as it is the thing from which the essence of having customized products and solutions would become high, which would be equally beneficial for the company.
Basically there are two different types of organizations, which particularly are service oriented organizations and manufacturing based organizations. The essence of innovation varies from different types of the organizations, and organizations can get their customer’s participated in different parts of the innovation in particular (Griffin, 2012). If user innovation would have been welcome in the manufacturing based organization, then the companies could incorporate their customers into the new product development in total. This thing could be initiated with the involvement of consumers in the end in work in process department, in which they can mold or customized the product accordingly to their need and effectiveness. Operating in this way not only effect on the company’s productivity but, also affects on the customer’s satisfaction level.
Von Hopel emphasized a lot on the marketing mix as according to him, it is one of the most diverse and effective mediums from the standpoint of an organization to value their consumers in a well established and effective manner. According to Hopel, if a company really wants to enhance its productivity, then it has to keep a proper check and balance over its marketing mix accordingly. The era and method of marketing has now changed completely, as now companies are now moving towards Personalized Marketing, from the Mass Marketing Criteria, which is more towards emphasizing on a single person rather than a big community (Groenewald, 2010).
Marketing mix can be transform accordingly in the current era of personalized marketing. Marketing mix usually has four elements, which are product, place, pricing and promotion. The company has to categorize their customers according to the customized products, their affordability, and their major point of sale and their preferred medium of marketing. This thing would certainly effect positively on the productivity of the company as a whole, and it would be extremely effective in total. Personalized marketing have brought a sort of perfection in the current marketing world and marketing mix should be mold in the way from which the companies could influence over their consumers in a perfect and well organized way in total and this thing has been initialized effectively and comprehensively by Von Hopel in his article.
References
Griffin, R. W. (2012). Management, 11ed. New York: Cengage Learning.
Groenewald, D. (2010). Administrative Management. London: Juta and Company Ltd.
Hippel, E. v. (2007). Horizontal innovation networks - by and for users. Industrial and Corporate Change , 11-24.
Williams, C. (2010). Management. Chicago: Cengage Learning.
