9.1.1 What is optimising and controlling the acceptance of an innovative product/ service

First of all, let’s define what acceptance is. Acceptance or acceptability is the extent to which consumers and others in the value chain are willing to consume, distribute or sell a product or service. In markets where consumers have limited resources, the most successful strategic innovators create products or services that are adapted to the unique needs of customers, distributors or both. Companies respond to specific national or regional cultural or socioeconomic issues, or address the unique requirements of local business practices.1

Optimising and controlling the acceptance of an innovative product is a continuous marketing activity targeted to maximise and control the acceptance of innovative products.

The Marketing of innovation integrates common marketing concepts into the innovating process and focuses on decreasing risk, uncertainty and optimisation of resources. The innovation marketing develops the marketing philosophy all across the innovation process from the stabilising of the climate favourable to the arising of the ideas with the customer wants and needs satisfaction as an unquestionable goal to the control of the results of the innovation launching. 2,3

In the broad successful launching process of innovations there is a borderline between the marketing previous to the product and the launching marketing after the product exists. The previous marketing is “laboratory marketing” and the launching marketing focuses to the consumer with visible actions (Promotions actions).4


1 Jamie Anderson; Costas Markides, 2007, “Strategic Innovation at the Base of the Pyramid”
2 Komninos, Nikos; Kirgiafini, Lina; Sefertzi, Elena, (2001), Technologies for developing innovation
3 www.urenio.org/rsi/rsi_tool_marketing.php
4 lbid