Resumen de integrated approach of technology and market in international positioning of a medical and aromatic plants Company

Slavica Kostic-Nikolic, Vesna Milanovic-Golubovic

• This article is pointing out the need of appliance of integrated technological and marketing approach in developing and positioning of a new product on international market. Model of opened innovation, as the variant of technological model and concept of alliance marketing, which is the variant of marketing model, is becoming a basement for development and positioning of a new product at the international markets. A new product is being developed in a very close cooperation to strategic partners; all relevant market participants are connected through closed circle flows of production and opened flows of inter-sector cooperation. Apart from the primary goal, i.e. profit, the open innovation model decreases input and increases output in the development of new products and processes and the protection of environment.

  During this research, analytical and comparative method as well as the method of analogy, were used. Based on analysis of phytopharmac European market, experience of worldwide companies and opportunities and possibilities of Serbian Companies, it is possible to perform integrated approach of technology and marketing in a process of researching a new product. phytopharmac. Developing, producing and exporting the new product will provide Serbian companies provided with much better opportunities for their improved position on world market.

  Thanks to the preserved ecosystem, it is possible for our country to increase its imports of the new product and improve the socio-economic position of the rural environment along with the overall economy.

  The partnership in development, production, offer and introduction of the new product is very important. By creating of national ecological mark, as the supplement to already well known national individual trade marks from food category or by developing of familiar trade mark of national specified healthy food products assortment with origin of Serbia, exporting process of high quality and price competitive healthy and safe food from our country will be strongly supported.