Awa Kubisz, marketing vadovas kompanijoje Betafence Sp. z o.o. kalba apie kompanijos strategiją bei visos aptvėrimo sistemų rinkos esamą situaciją.
Šiuo metu įptingai didelis dėmesys skiriamas inovacijoms. Daugelis kompanijų žvelgia į jas kaip į galimybę išsiskirti didėjančios konkurencijos rinkoje. Ką apie tai mano Betafence?
Awa Kubisz: You can say what we make is just fencing. But iPhone could also be called just a phone and Coca Cola – sweetened water. However, these brands have become iconic. We also believe we are able to provide customers not only with physical protection, but also the feeling of security or the possibility to stand out. One of the means to achieve this goal is our innovativeness. This includes not only the products, but the processes and services as well.
How would you define an innovative product?
Awa Kubisz: We could choose one of the following ways: to follow a trend or to break through by creating completely new solutions (disruptive innovations). The latter method, however, requires implementing an entire process of systematic innovation in the company. And in this area, we are only taking our first steps. Therefore, we focus on looking for trends and developing products to fit into them (to meet existing and identified needs on the market).