Marketing for Entrepreneurs and SMEs
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Marketing for Entrepreneurs and SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.
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Chapter 10: Innovation process in SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich


I had a reasonable job in advertising; I loved running and was a great fan of Apple gadgets. In the winter time, when it was cold with snow outside, I used to run indoors on the running track, which is much more boring than outside. I used my iPad to watch videos or movies while running. But this was not very user friendly and always caused problems because I had to attach my device to the running track appliance. I was doing this with scotch tape until I had the idea that this could be done much more user friendly. The idea came to me while I was running and I wanted to change the inclination of my iPad, which would mean stop the running program, step down, pull down the scotch tape and re-stick the device. The idea was that there should be ‘something’ that would have solved this problem and my repeated annoyances with fixing and adapting my device in different places and activities. I used it to support my multifunctional activities such as: sticking it on the fridge while cooking, on the back of the seat in front of me in an airplane or bus or in the car while driving.

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