Abstract

MARQUEZ-GODOY, José-Ignacio  and  LOCHMULLER, Christian. STRENGTHEN INNOVATION OF BIOMEDICAL PRODUCTSFROM THE PERSPECTIVE OF MANAGEMENT AND MARKETING. Rev. ing. biomed. [online]. 2015, vol.9, n.17, pp.57-69. ISSN 1909-9762.

The idea that science, technology and innovation are the master key to the success of organizations and developing countries became popular gradually. This article proposes the development of innovative products and services from the perspective of management and marketing to strengthen biomedical product innovation in organizations in Colombia. This proposal is made based on a brief exploratory review of the literature and its processing with qualitative methods. The main results that were obtained by this research are, in terms of conclusions, that it is necessary to: a) identify the requirements with respect to the needs of consumers or patients; b) manage the creation of new products and services via iterating through the creation and optimization process of a business model; c) identify the cultural and social conditions that surround and affect the consumption of the product; d) analyze the influence of trends on the supply and on the behavior of consumers and patients.

Keywords : Sociocultural Context; Management; Innovation; Marketing; Biomedical Product; Trends.

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