Launching innovative cosmetics products to Lithuanian market
Abstract
In this global marketplace, as products supply grow, product life cycles are shortened and consumer loyalty is declining. It is more important than ever for companies to bring new products to market in less time and periodically. This article examines the Lithuanian cosmetics industry and what difficulties a company face when introducing a new product to the market. The cosmetics industry in Lithuania is reviewed and the product development process is analyzed. Identify the factors of a successful product and the relationship between them. The paper presents the results of the surveyed companies involved in the development of cosmetics industry products. The reasons and key factors influencing product success are identified. Based on the results of the study, a model for the development of new products for the cosmetics industry is presented and conclusions and suggestions are presented.
Article in English.
Inovatyvių kosmetikos produktų išleidimas į Lietuvos rinką
Santrauka
Šioje pasaulinėje rinkoje, augant produktų pasiūlai, sutrumpėja produktų gyvavimo ciklas ir mažėja vartotojų lojalumas. Bendrovėms kaip niekad svarbu pristatyti naujus produktus į rinką per trumpesnį laiką ir tai daryti periodiškai.
Straipsnyje nagrinėjama, su kokiais sunkumais susiduria Lietuvos kosmetikos pramonės įmonės, pristatydamos į rinką naujus produktus. Apžvelgiama kosmetikos pramonė Lietuvoje ir analizuojamas produkto kūrimo procesas, nustatomi sėkmingo produkto veiksniai. Straipsnyje pateikiami bendrovių, kurios kuria naujus kosmetikos gaminius, apklausos rezultatai. Nurodomos priežastys ir pagrindiniai veiksniai, darantys įtaką produkto sėkmei. Remiantis tyrimo rezultatais, pateikiamas naujų kosmetikos pramonės produktų kūrimo modelis, formuluojamos išvados ir pasiūlymai.
Reikšminiai žodžiai: kosmetikos pramonė Lietuvoje, naujų produktų vystymas, konkurencija, produkto inovacija.
Keyword : cosmetics industry in Lithuania, new products development, competition, product innovation
This work is licensed under a Creative Commons Attribution 4.0 International License.
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