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

Doris Magaly     Guzmán-Mayancha

doi:10.47606/ACVEN/PH0571

Autores/as

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

DOI:

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

Palabras clave:

Marketing strategies, business strategies, commercialization, innovative products

Resumen

The introduction of innovative products is a critical driver of competitive advantage in highly turbulent technological environments. The objective of this article is to systematically analyze the recent literature on the marketing strategies that optimize the acceptance and performance of such innovations. Using a systematic-narrative methodology, a final corpus of 20 scientific articles published between 2020 and 2025 in high-impact databases such as Scopus and Web of Science was selected. The results reveal that commercial success does not reside exclusively in technical superiority, but in the creative configuration of an integrated marketing mix, where packaging design, dynamic pricing, and the diversification of channels toward e-commerce reduce adoption barriers. A strategic shift is identified, moving from traditional launch models toward agile, iterative, and niche approaches that prioritize user co-creation to mitigate perceived risk. Furthermore, functional communication and educational pre-announcements emerge as essential cognitive mechanisms for reducing consumer resistance to change in the face of radical innovations. It is concluded that dynamic organizational capabilities, enhanced by Marketing 4.0 and artificial intelligence, are crucial for personalizing the value proposition and ensuring product sustainability in global markets.

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Citas

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