Evita Štrausa, Enno Ence, Elīna Gaile-Sarkane

Proceedings of the 27th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2023, pp. 196-202 (2023); https://doi.org/10.54808/WMSCI2023.01.196

Evita Štrausa
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Enno Ence
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Elīna Gaile-Sarkane
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Cite this paper as:
Štrausa, E., Ence, E., Gaile-Sarkane, E. (2023). Positioning as a Catalyst Towards Innovations. In N. Callaos, E. Gaile-Sarkane, S. Hashimoto, N. Lace, B. Sánchez, M. Savoie (Eds.), Proceedings of the 27th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2023, pp. 196-202. International Institute of Informatics and Cybernetics. https://doi.org/10.54808/WMSCI2023.01.196

In order to keep up with the rising demand for better products and constantly facing challenging competition, innovation must be encouraged in the product development process. The authors of the paper look for an answer to the question of whether targeted positioning in product development contributes to more successful innovation. Within the framework of this paper, the authors develop a new theoretical Brand Positioning Complex Model, emphasize the importance of positioning towards innovations, make research how the positioning is performed in innovative solutions, and how positioning affects the implementation of innovations. In the practical part of the paper structured phenomenological approach to interviews is applied, and the obtained results show a relation that, if the positioning is performed purposefully in the direction of innovation and, if the positioning elements comprehensively are applied in product development, then it facilitates the more successful introduction of innovations. The transfer of knowledge between science and entrepreneurship in the process of innovation creation is also essential for product differentiation, successful commercialization, and adding value to solutions. The authors develop a model of knowledge transfer in the development of innovation reflecting the interaction importance of entrepreneurship and science.