Marketing strategies for introducing innovative products to the market. A review of the literatura

Doris Magaly     Guzmán-Mayancha

doi:10.47606/ACVEN/PH0571

Authors

Doris Magaly Guzmán-Mayancha Universidad Estatal Amazónica- Ecuador https://orcid.org/0009-0004-5027-9852

DOI:

https://doi.org/10.47606/ACVEN/PH0571

Keywords:

Estrategias de marketing, estrategias empresariales, comercialización,, productos innovadores.

Abstract

La introducción de productos innovadores constituye un factor determinante para la generación de ventajas competitivas en entornos tecnológicos altamente dinámicos. El objetivo de este artículo es analizar sistemáticamente la literatura reciente sobre las estrategias de marketing que optimizan la aceptación y el desempeño de dichas innovaciones. Mediante una metodología de revisión sistemático-narrativa, se seleccionó un corpus final de 20 artículos científicos publicados entre 2020 y 2025, indexados en bases de datos de alto impacto como Scopus y Web of Science. Los resultados revelan que el éxito comercial no depende exclusivamente de la superioridad técnica, sino de la configuración creativa de una mezcla de marketing integrada, en la que el diseño del empaque, la fijación dinámica de precios y la diversificación de los canales hacia el comercio electrónico contribuyen a reducir las barreras de adopción. Se identifica un cambio estratégico desde los modelos tradicionales de lanzamiento hacia enfoques ágiles, iterativos y orientados a nichos de mercado, que priorizan la cocreación con los usuarios para mitigar el riesgo percibido. Asimismo, la comunicación funcional y los anuncios educativos previos al lanzamiento emergen como mecanismos cognitivos esenciales para reducir la resistencia del consumidor al cambio frente a innovaciones radicales. Se concluye que las capacidades organizacionales dinámicas, potenciadas por el Marketing 4.0 y la inteligencia artificial, resultan fundamentales para personalizar la propuesta de valor y garantizar la sostenibilidad de los productos en los mercados globales.

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