Introduction
External influences are not the only challenges that slow down marketing innovation projects. Other several internal hurdles exist and need to be tackled so that innovation managers can attain success in the projects that they are overseeing. Some of these problems include dismissal or reassignment of a member of the innovation team, funding problems and limitation of technical feasibility (Hristov & Reynolds, 2015). These challenges have solutions that have to be applied so to overcome them. The solutions to these respective problems are discussed below.
Personnel dismissal or Reassignment in the innovation team
The putting together of an innovation team is very tasking and involving a process that requires dedication and commitment (Kerzner & Kerzner, 2017). Members of this team also have to corporate and work together to achieve the set goals. Whenever a member of the team is not present, there is a huge gap in that needs to be filled to ensure project success. If a project manager is resigned some other duties, for example, the innovation team is left and hanging with no one to coordinate it. The project progress is then stalled, and the set goals cannot be successfully achieved. If another manager who does not care about the project is selected to fill in the gap that is left, the members will lose their motivation, and due to demoralization, the project is not likely to proceed. The solution to this problem is by leaving the selected members of the innovation team as well as their allocated manager to oversee the success of the project without interfering with it by assigning them other new roles. If there is a need for reallocation of tasks, only people who are passionate about the project should be selected to take the place of the member or leader who has been dismissed or reallocated to another department (Skippari, Laukkanen & Salo, 2017). This way, the marketing project can proceed well, and the set goals are realized.
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Funding-problems
The other significant challenge that is faced by a marketing team when working on a superior innovation plan is the issue of finances. The scarcity of finances poses as a huge hurdle that stalls the progress of any company projects and especially those have to do with marketing. The existence of this problem means that nothing can be done and that finances have to made available first for the project to continue. This challenge can be avoided through quick pitching the marketing innovation project. The innovation team has to come up with several well-thought-out strategies of convincing the company of the importance of their project in the achievement of company goals (Kohler, 2016). These strategies include making attractive PowerPoint presentations of the innovation project that are meant to gain the attention of the company leaders and sponsors into allocating them the finances needed for the project. Prior budgeting that covers more than twelve months is also necessary to ensure a continuation of the project as well as its success. This approach will prove helpful in the buying of new machines, relocating to a new sales channel or in entering a new market (Piehler, Hanisch & Burmann, 2015). As a result, any further challenges that may be encountered as the marketing innovation project continues can be eliminated.
Limitation of technical feasibility
There are times in which a particular project that had been selected does not result in the desired practicality that was desired. Solution to this problem is doing further research and selecting another technology that will serve the intended purpose of the innovation project. If a particular technology that had been used in the project does not work, the innovation should not give up but look for other technologies used by other related companies and which match the requirements and workings of the innovation project (Weissbrod & Bocken, 2017). This way, positive results are achieved without having to through away the project.
Conclusion
The process of marketing is a very aspect of all business operations. It is through this channel that a company can get more publicity and attract many new customers who will buy the goods or services that are being offered. As a result, the company’s sales increase and huge profits are made. An innovation team is always faced with both external and internal challenges that if not handled well, will lead to the stalling of marketing projects (Fernandes & Chamusca, 2014). This team, therefore, has a great role to play in ensuring that they are resilient and that they overcome whatever obstacles they encounter and that they succeed in achieving the set marketing goals of a company.
References
Fernandes, J. R., & Chamusca, P. (2014). Urban policies, planning and retail resilience. Cities, 36, 170-177.
Hristov, L., & Reynolds, J. (2015). Perceptions and practices of innovation in retailing: Challenges of definition and measurement. International Journal of Retail & Distribution Management, 43(2), 126-147.
Kerzner, H., & Kerzner, H. R. (2017). Project management: a systems approach to planning, scheduling, and controlling. John Wiley & Sons.
Kohler, T. (2016). Corporate accelerators: Building bridges between corporations and startups. Business Horizons, 59(3), 347-357.
Piehler, R., Hanisch, S., & Burmann, C. (2015). Internal branding—Relevance, management and challenges. Marketing Review St. Gallen, 32(1), 52-61.
Skippari, M., Laukkanen, M., & Salo, J. (2017). Cognitive barriers to collaborative innovation generation in supply chain relationships. Industrial Marketing Management, 62, 108-117.
Weissbrod, I., & Bocken, N. M. (2017). Developing sustainable business experimentation capability–a case study. Journal of cleaner production, 142, 2663-2676.
