. "RIV/60076658:12510/13:43885117!RIV14-MSM-12510___" . . . . "Anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F v r\u00E1mci produktov\u00E9 politiky podniku"@cs . "3" . "12510" . "The market environment is changing continuously. Successful companies know that it is necessary to innovate their products. The result of innovation is a new product. The new product can take the form of a real new product (that has not been a part of market offer before), or it can be a modification of an existing product. Product innovations can essentially be done in two different ways. The first way consists of a new product development that arises from minimal contact with the market (i.e. inside the company). Such product innovations arise, mainly, as managers' ideas. The second way, is consumer engagement in product policy. Engaged consumers are considered to be a company's partners. This second way reduces the market risk for product innovations, because consumers reflect their own expectations into the proposals. They provide valuable ideas and help to identify upcoming trends. There are three basic types of consumer engagement in product policy. Simply said, we speak about (a) crowdsourcing, (b) customisation/customerisation and (c) a combination of the previous methods. The result of crowdsourcing is the variety of consumers' proposals. The company chooses one or more of them and it uses it in its market offer subsequently. Crowdsourcing can be characterised as ?the voice of consumers?. Customisation/customerisation means that the basic variant of any product is adapted to suit individual requirements. Simply said, such products are tailored to the needs of an individual. The third type is a combination of the two previous methods. A product that has arisen as a result of customisation/customerisation is included in the standard company's offer. Consumer engagement in product policy is very applicable for small and medium-sized enterprises. Taking advantages of consumer engagement, there is no need to spend large sums on the innovation process. Examples from business practice are contained in this paper."@en . "Neuveden" . . . "Anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F v r\u00E1mci produktov\u00E9 politiky podniku"@cs . . "Consumer engagement in product policy"@en . "Anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F v r\u00E1mci produktov\u00E9 politiky podniku" . "1805-0603" . "Anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F v r\u00E1mci produktov\u00E9 politiky podniku" . "S" . . . "1"^^ . "[1F977827636E]" . . . "Tr\u017En\u00ED prost\u0159ed\u00ED se neust\u00E1le m\u011Bn\u00ED. \u00DAsp\u011B\u0161n\u00E9 podniky v\u011Bd\u00ED, \u017Ee mus\u00ED inovovat sv\u00E9 produkty. V\u00FDsledkem inovace je nov\u00FD produkt. Nov\u00FD produkt m\u016F\u017Ee m\u00EDt podobu skute\u010Dn\u011B nov\u00E9ho produktu (kter\u00FD dosud nebyl sou\u010D\u00E1st\u00ED tr\u017En\u00ED nab\u00EDdky), nebo to m\u016F\u017Ee b\u00FDt modifikace st\u00E1vaj\u00EDc\u00EDho produktu. Inovace produkt\u016F mohou b\u00FDt v z\u00E1sad\u011B provedeny dv\u011Bma r\u016Fzn\u00FDmi zp\u016Fsoby. Prvn\u00ED zp\u016Fsob spo\u010D\u00EDv\u00E1 ve v\u00FDvoji nov\u00FDch produkt\u016F, vznikaj\u00EDc\u00EDch uvnit\u0159 podniku (tj. v tomto p\u0159\u00EDpad\u011B je zde minim\u00E1ln\u00ED kontakt s tr\u017En\u00EDm prost\u0159ed\u00EDm). Takov\u00E9 inovace jsou v\u00FDsledkem mana\u017Eersk\u00E9ho my\u0161len\u00ED. Druh\u00FD zp\u016Fsob spo\u010D\u00EDv\u00E1 v zapojen\u00ED spot\u0159ebitel\u016F do produktov\u00E9 politiky. Anga\u017Eovan\u00ED spot\u0159ebitel\u00E9 jsou v tomto p\u0159\u00EDpad\u011B pova\u017Eov\u00E1ni za podnikov\u00E9 partnery. Druh\u00FD zp\u016Fsob sni\u017Euje riziko ne\u00FAsp\u011Bchu produktov\u00FDch inovac\u00ED, proto\u017Ee spot\u0159ebitel\u00E9 odr\u00E1\u017E\u00ED vlastn\u00ED o\u010Dek\u00E1v\u00E1n\u00ED do sv\u00FDch n\u00E1vrh\u016F. Poskytuj\u00ED cenn\u00E9 n\u00E1pady a pom\u00E1haj\u00ED identifikovat nadch\u00E1zej\u00EDc\u00ED trendy. Existuj\u00ED t\u0159i z\u00E1kladn\u00ED typy anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F v produktov\u00E9 politice: (a) crowdsourcing, (b) customerizace a (c) kombinace p\u0159edchoz\u00EDch. V\u00FDsledkem crowdsourcingu je \u0159ada n\u00E1vrh\u016F od spot\u0159ebitel\u016F. Podnik si pot\u00E9 vyb\u00EDr\u00E1 jeden nebo v\u00EDce z nich a n\u00E1sledn\u011B ho p\u0159etvo\u0159\u00ED v tr\u017En\u00ED nab\u00EDdku. Crowdsourcing je mo\u017En\u00E9 charakterizovat jako %22hlas spot\u0159ebitele%22. Customerizace znamen\u00E1, \u017Ee z\u00E1kladn\u00ED varianta produktu je p\u0159izp\u016Fsobena individu\u00E1ln\u00EDm po\u017Eadavk\u016Fm. Tyto v\u00FDrobky jsou \u0161it\u00E9 na m\u00EDru pot\u0159eb\u00E1m jednotlivce. T\u0159et\u00ED typ je kombinac\u00ED obou p\u0159edchoz\u00EDch metod. Produkt, kter\u00FD vznikl jako v\u00FDsledek customerizace, je zahrnut do tr\u017En\u00ED nab\u00EDdky podniku. Anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F v r\u00E1mci produktov\u00E9 politiky podniku je mo\u017En\u00E9 s v\u00FDhodou vyu\u017E\u00EDvat v mal\u00FDch a st\u0159edn\u00EDch podnic\u00EDch. Pomoc\u00ED anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F nen\u00ED nutn\u00E9 utr\u00E1cet velk\u00E9 \u010D\u00E1stky za inova\u010Dn\u00ED proces. \u010Cl\u00E1nek obsahuje p\u0159\u00EDklady z podnikov\u00E9 praxe."@cs . "1"^^ . . "small and medium-sized enterprises; customisation; crowdsourcing; product innovations; Consumer engagement"@en . "Tr\u017En\u00ED prost\u0159ed\u00ED se neust\u00E1le m\u011Bn\u00ED. \u00DAsp\u011B\u0161n\u00E9 podniky v\u011Bd\u00ED, \u017Ee mus\u00ED inovovat sv\u00E9 produkty. V\u00FDsledkem inovace je nov\u00FD produkt. Nov\u00FD produkt m\u016F\u017Ee m\u00EDt podobu skute\u010Dn\u011B nov\u00E9ho produktu (kter\u00FD dosud nebyl sou\u010D\u00E1st\u00ED tr\u017En\u00ED nab\u00EDdky), nebo to m\u016F\u017Ee b\u00FDt modifikace st\u00E1vaj\u00EDc\u00EDho produktu. Inovace produkt\u016F mohou b\u00FDt v z\u00E1sad\u011B provedeny dv\u011Bma r\u016Fzn\u00FDmi zp\u016Fsoby. Prvn\u00ED zp\u016Fsob spo\u010D\u00EDv\u00E1 ve v\u00FDvoji nov\u00FDch produkt\u016F, vznikaj\u00EDc\u00EDch uvnit\u0159 podniku (tj. v tomto p\u0159\u00EDpad\u011B je zde minim\u00E1ln\u00ED kontakt s tr\u017En\u00EDm prost\u0159ed\u00EDm). Takov\u00E9 inovace jsou v\u00FDsledkem mana\u017Eersk\u00E9ho my\u0161len\u00ED. Druh\u00FD zp\u016Fsob spo\u010D\u00EDv\u00E1 v zapojen\u00ED spot\u0159ebitel\u016F do produktov\u00E9 politiky. Anga\u017Eovan\u00ED spot\u0159ebitel\u00E9 jsou v tomto p\u0159\u00EDpad\u011B pova\u017Eov\u00E1ni za podnikov\u00E9 partnery. Druh\u00FD zp\u016Fsob sni\u017Euje riziko ne\u00FAsp\u011Bchu produktov\u00FDch inovac\u00ED, proto\u017Ee spot\u0159ebitel\u00E9 odr\u00E1\u017E\u00ED vlastn\u00ED o\u010Dek\u00E1v\u00E1n\u00ED do sv\u00FDch n\u00E1vrh\u016F. Poskytuj\u00ED cenn\u00E9 n\u00E1pady a pom\u00E1haj\u00ED identifikovat nadch\u00E1zej\u00EDc\u00ED trendy. Existuj\u00ED t\u0159i z\u00E1kladn\u00ED typy anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F v produktov\u00E9 politice: (a) crowdsourcing, (b) customerizace a (c) kombinace p\u0159edchoz\u00EDch. V\u00FDsledkem crowdsourcingu je \u0159ada n\u00E1vrh\u016F od spot\u0159ebitel\u016F. Podnik si pot\u00E9 vyb\u00EDr\u00E1 jeden nebo v\u00EDce z nich a n\u00E1sledn\u011B ho p\u0159etvo\u0159\u00ED v tr\u017En\u00ED nab\u00EDdku. Crowdsourcing je mo\u017En\u00E9 charakterizovat jako %22hlas spot\u0159ebitele%22. Customerizace znamen\u00E1, \u017Ee z\u00E1kladn\u00ED varianta produktu je p\u0159izp\u016Fsobena individu\u00E1ln\u00EDm po\u017Eadavk\u016Fm. Tyto v\u00FDrobky jsou \u0161it\u00E9 na m\u00EDru pot\u0159eb\u00E1m jednotlivce. T\u0159et\u00ED typ je kombinac\u00ED obou p\u0159edchoz\u00EDch metod. Produkt, kter\u00FD vznikl jako v\u00FDsledek customerizace, je zahrnut do tr\u017En\u00ED nab\u00EDdky podniku. Anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F v r\u00E1mci produktov\u00E9 politiky podniku je mo\u017En\u00E9 s v\u00FDhodou vyu\u017E\u00EDvat v mal\u00FDch a st\u0159edn\u00EDch podnic\u00EDch. Pomoc\u00ED anga\u017Eov\u00E1n\u00ED spot\u0159ebitel\u016F nen\u00ED nutn\u00E9 utr\u00E1cet velk\u00E9 \u010D\u00E1stky za inova\u010Dn\u00ED proces. \u010Cl\u00E1nek obsahuje p\u0159\u00EDklady z podnikov\u00E9 praxe." . . "Trendy v podnik\u00E1n\u00ED - Business Trends" . . . "Solarov\u00E1, Petra" . "http://www.fek.zcu.cz/tvp/doc/akt/tvp-3-2013-clanek-4.pdf" . . "9"^^ . "61250" . . "Consumer engagement in product policy"@en . "RIV/60076658:12510/13:43885117" . "CZ - \u010Cesk\u00E1 republika" .