Marketing Strategy During the Market Entry Phase
Manon Enjolras, Daniel Gálvez, Maurício Camargo · 2023
The decision to innovate is a strategic commitment, requiring an organization to be able to look to the future methodically. Strategic decisions will arise throughout the innovation process in order to implement a successful market entry. This chapter aims at identifying the patterns of the most relevant distribution of expenses for maximizing product sales in the cosmetics sector. It provides an application of the Rough Sets method developed by Pawlak in the 1980s. Faced with the high risks of failure, it becomes clear that it is important for a company to properly manage its marketing strategy in the development process in order to encourage customers to think about it and thus differentiate itself from its competitors. The Rough Sets methodology is a descriptive multi-criteria analysis method. In general, the Rough Sets method is used for the objective of data exploration potentially relying on mathematical calculation software.