Products In Market Research Articles

Communication Strategies in the Brazilian Beef Supply Chain

Objective: The objective of this study is to investigate how communication strategies influence the competitiveness and sustainability of the beef supply chain in the global market. Theoretical Framework: The main concepts that underpin the research were presented, such as product differentiation, marketing, strategic communication, and sustainability, providing a solid foundation for understanding the context of the investigation. Method: The methodology adopted for this research includes a literature review, with the collection and analysis of data from academic and non-academic sources, including journals, books, news websites, and marketing channels on YouTube from companies in the sector. Results and Discussion: The results indicated that initiatives like the Hilton Quota and Carbon Neutral Beef are effective in differentiating Brazilian products in the global market. The discussion analyzes these findings in relation to the theoretical framework, addressing the difficulty in distinguishing similar products and the lack of investment in branding by slaughterhouses, as well as their implications for consumer perception. Research Implications: The practical and theoretical implications of this research provide insights into how communication strategies can influence sustainability and competitiveness in the beef sector, especially in international markets that value sustainable products. Originality/Value: This study contributes to the literature by addressing the intersection between marketing and sustainability in the beef supply chain, presenting an innovative approach to integrating responsible practices into companies' communication strategies. Its relevance is highlighted by the potential to positively impact both professional practice and academic research in the field.

The Influence of Green Marketing Communication and Brand Credibility through the Mediation of Environmental Attitudes and Moderation of Income Levels on Purchasing Decisions of Green Marketing Products in Aceh

The issue of environmental sustainability has become increasingly important, particularly in the context of green product marketing, making it crucial to understand the factors that influence green product purchasing decisions. This study aims to clarify how brand credibility and green marketing communication affect consumer behavior through environmental attitudes and the moderating impact of income levels. Primary data from 300 green product consumers, gathered via a structured questionnaire and analyzed using Structural Equation Modeling (SEM-PLS), reveal several key findings. Brand credibility significantly enhances both environmental attitudes and purchasing decisions, with environmental attitudes playing a critical mediating role in these relationships. Green marketing communication also positively impacts environmental attitudes and purchasing decisions. Additionally, income levels positively affect purchasing decisions but negatively moderate the interaction between environmental attitudes and purchasing decisions. These results underscore the essential role of environmental attitudes in mediating the effects of brand credibility and green marketing communication on purchasing decisions, as well as the nuanced influence of income levels on consumer behavior regarding sustainable products.

Exploring the Relationship Between Time Series of Sentinel-1 Interferometric Coherence Data and Wild Edible Mushroom Yields in Mediterranean Forests

Edible wild mushrooms constitute a valuable marketable non-wood forest product with high relevance worldwide. There is growing interest in developing tools for estimation of mushroom yields and to evaluate the effects that global change may have on them. Remote sensing is a powerful technology for characterization of forest structure and condition, both essential factors in triggering mushroom production, together with meteo-climatic factors. In this work, we explore options to apply synthetic aperture radar (SAR) data from C-band Sentinel-1 to characterize, at the plot level, wild mushroom productive forests in the Mediterranean region, which provide saprotroph and ectomycorrhizal mushrooms. Seventeen permanent plots with mushroom yield data collected weekly during the productive season are characterized with dense time series of Sentinel-1 backscatter intensity (VV and VH polarizations) and 6-day interval interferometric VV coherence during the 2018–2021 period. Weekly-regularized series of SAR data are decomposed with a LOESS approach into trend, seasonality, and remainder. Trends are explored with the Theil-Sen test, and periodicity is characterized by the Discrete Fast Fourier transform. Seasonal patterns of SAR time-series are described and related to mycorrhizal and saprotroph guilds separately. Our results indicate that time series of interferometric coherence show cyclic patterns which might be related with annual mushroom yields and may constitute an indicator of triggering factors in mushroom production, whereas backscatter intensity is strongly correlated with precipitation, making noisy signals without a clear interpretable pattern. Exploring the potential of remotely sensed data for prediction and quantification of mushroom yields contributes to improve our understanding of fungal biological cycles and opens new ways to develop tools that improve its sustainable, efficient, and effective management.

Multifactor Quality and Safety Analysis of Semaglutide Products Sold by Online Sellers Without a Prescription: Market Surveillance, Content Analysis, and Product Purchase Evaluation Study.

Over the past 4 decades, obesity has escalated into a global epidemic, with its worldwide prevalence nearly tripling. Pharmacological treatments have evolved with the recent development of glucagon-like peptide 1 agonists, such as semaglutide. However, off-label use of drugs such as Ozempic for cosmetic weight loss has surged in popularity, raising concerns about potential misuse and the emergence of substandard and falsified products in the unregulated supply chain. This study aims to conduct a multifactor investigation of product quality and patient safety risks associated with the unregulated online sale of semaglutide by examining product availability and vendor characteristics and assessing product quality through test purchases. We used a complex risk and quality assessment methodology combining online market surveillance, search engine results page analysis, website content assessment, domain traffic analytics, conducting targeted product test purchases, visual quality inspection of product packaging, microbiological sterility and endotoxin contamination evaluation, and quantitative sample analysis using liquid chromatography coupled with mass spectrometry. We collected and evaluated 1080 links from search engine results pages and identified 317 (29.35%) links belonging to online pharmacies, of which 183 (57.7%) led to legal pharmacies and 134 (42.3%) directed users to 59 unique illegal online pharmacy websites.Web traffic data for the period between July and September 2023 revealed that the top 30 domains directly or indirectly affiliated with illegal online pharmacies accumulated over 4.7 million visits.Test purchases were completed from6 illegal online pharmacies with the highest number of links offering semaglutide products for sale without prescription at the lowest price range. Three injection vial purchases were delivered; none of the 3 Ozempic prefilled injection pens were received due to nondelivery e-commerce scams.All purchased vials were considered probable substandard and falsified products, as visual inspection indicated noncompliance in more than half (59%-63%) of the evaluated criteria. The semaglutide content of samples substantially exceeded labeled amounts by 28.56%-38.69%, although no peptide-like impurities were identified. The lyophilized peptide samples were devoid of viable microorganisms at the time of testing; however, endotoxin was detected in all samples with levels ranging between 2.1645 EU/mg and 8.9511 EU/mg. Furthermore, the measured semaglutide purity was significantly low, ranging between 7.7% and 14.37% and deviating from the 99% claimed on product labels by manufacturers. Glucagon-like peptide 1 agonist drugs promoted for weight loss, similar to erectile dysfunction medications more than 2 decades ago, are becoming the new blockbuster lifestyle medications for the illegal online pharmacy market. Protecting the pharmaceutical supply chain from substandard and falsified weight loss products and raising awareness regarding online medication safety must be a public health priority for regulators and technology platforms alike.

The humanomics underpinning free market productivity: synthesizing insights from social philosophy, systems thinking, and neuroeconomics

The humanomics underpinning free market productivity: synthesizing insights from social philosophy, systems thinking, and neuroeconomics

FaceReader Insights into the Emotional Response of Douro Wines

Understanding consumers’ emotional responses to wine is essential for improving marketing strategies and product development. Emotions play a pivotal role in shaping consumer preferences. This study investigates the emotional reactions elicited by different types of Douro wines (white, red, and Port) through facial expression analysis using FaceReader software, version 9.0 (Noldus Information Technology, Wageningen, The Netherlands). A total of 80 participants tasted six wine samples, and their facial expressions were recorded and analyzed. FaceReader quantified the intensity of emotions such as happiness, sadness, anger, surprise, fear, and disgust. Arousal levels were also assessed. The results were analyzed through principal component analysis (PCA) to identify patterns and groupings based on emotional responses. White wines evoked more sadness due to their acidity, while red wines were associated with lower levels of sadness and greater comfort. Port wines elicited surprise, probably due to their sweet and fortified nature. Additionally, female participants showed consistently higher arousal levels than males across all wine types. The study highlights distinct emotional profiles for each type of wine and suggests that demographic factors, such as gender, influence emotional responses. These insights can inform targeted marketing and enhance the consumer experience through better alignment of wine characteristics with emotional engagement.

Pengaruh Strategi Pemasaran dan Inovasi Produk Terhadap Keputusan Pembelian pada Furniture Hj Vera di Kota Karawang

This is a The research aims to determine marketing strategies and product innovation on purchasing decisions for Hj Vera Furniture in Karawang City. The method used in this research is a quantitative method, this research was conducted on Hj Vera Furniture in Karawang City with a total research sample of 96 people with the criteria of consumers who had previously purchased Hj Vera Furniture in Karawang City, using a purpisive sampling method. The multiple linear regression analysis model used in this research uses the f test and t test with a significance threshold of 5%. The findings show that there is a partial contribution between marketing strategies and purchasing decisions at Hj Vera Furniture in Karawang City. The research results obtained are the influence of marketing strategy and product innovation on purchasing decisions at HJ Vera Furniture in Karawang City, there is an influence from all variables.

ФОРМУВАННЯ ПРОДУКТОВОЇ СТРАТЕГІЇ ЯК ГОЛОВНОГО ЕЛЕМЕНТА МАРКЕТИНГОВОЇ ТОВАРНОЇ ПОЛІТИКИ

Introduction. Today, when the target market changes, competition increases or the marketing environment changes, the nature and pace of product development must also change. Different markets and competitive situations require different product development cycle lengths, degrees of standardization and support services. All of the above requires a rethinking of the role of marketing product policy, in particular marketing product strategy. The purpose of the article.To investigate the essence of the product strategy, the peculiarities of product marketing, to analyze the foreign experience of forming a product strategy and to build a model of the company's product marketing strategy. Metods. The use of the method of analysis and synthesis of foreign experience in the formation of product marketing made it possible to adapt the model of the company's product marketing strategy to domestic realities. Results A product strategy sets the direction for the business, unites everyone around common goals and reduces waste. Product marketers spend a lot of time solving problems – many of which could be avoided if product goals, priorities and strategies were clear and aligned. In order to better understand who should do what, a model of the company's marketing product strategy is proposed, which includes three components: a strategy for determining product activity (initial activity); product manufacturing strategy (input activity) and sales strategy (output activity). Conclusiоns The structure of product marketing and its functioning depends on the size of the enterprise, the markets in which it operates, as well as the skills and preferences of the people involved. However, in order to achieve success, it is necessary to realize three aspects: decide who and what should be done; understand who is ultimately responsible for the success of each product; a detailed understanding of existing and potential customers and markets. Knowing this helps ensure products are well positioned, customers want to buy them, and sales teams have what they need to sell.

ТОВАРНА ПОЛІТИКА ПІДПРИЄМСТВА ЯК ОБ’ЄКТ МАРКЕТИНГОВОГО АНАЛІЗУ І ПЛАНУВАННЯ

Introduction. For the effective organization of marketing activities of the enterprise, it is important to rationally build a product policy, which is the basis for making marketing decisions related to the features of the product purchase and the mechanism of its promotion from the manufacturer to the end consumer. The purpose of the article is an in-depth study of the theoretical and methodological aspects of the analysis and planning of marketing product policy (PMP) by developing the structure of the enterprise's PMP strategic plan and building a product management model. Methods. Using the method of analysis and synthesis made it possible to propose an own approach to marketing planning of product policy. Results. The article provides a theoretical analysis of literary sources regarding the interpretation of the concept of PMP by various authors, the expediency of marketing analysis and product policy planning is substantiated. Based on the study of foreign experience, the structure of the enterprise's PMP strategic plan was developed. The relationship between the formation of the PMP «roadmap» and the need to check the maturity of the marketing product policy team, which is represented by such entities and processes as management, employees, PMP implementation tools, business processes and production organization, is presented. Conclusions. Improving MTP planning is one of the most important ways to increase the efficiency of the enterprise. It is important to carry out such marketing planning, which helps to substantiate the impact of the enterprise's general corporate strategy, business strategies on the product strategy.

Strategic Technological Innovations Influencing Competitive Advantage Among Micro and Small Enterprises in Nairobi County, Kenya

Purpose: The ability of businesses to integrate information technology in their operations has been found to be an integral driver to their success. Through information technology, firms can utilize technological innovations to strengthen the uniqueness of their products in the market thus enhancing their competitive advantage. However, with limited evidence in the local context especially among the micro and small enterprises which continue to face a continuous decline, it warrants the study to assess how strategic technological innovations have been embraced among the small and micro enterprises and the role the innovations have played in enhancing the competitive advantage of the enterprises. Specifically, the study will examine the influence of enterprise’s IT Capabilities on competitive advantage among Micro and Small Enterprises (MSEs); determine the influence of Technological resources on competitive advantage among Micro and Small Enterprises (MSEs); explore the influence of adopted new technologies on competitive advantage among Micro and Small Enterprises; and establish the influence of Technological Processes and Products (TPP) on competitive advantage among Micro and Small Enterprises (MSEs) in Nairobi County, Kenya. The objectives will be anchored on dynamic capabilities theory, Schumpeter theory of innovation, technology acceptance model and diffusion theory of innovation. Methodology: Using a descriptive research approach, the study will collect and analyse both qualitative and quantitative data. This data was obtained from 386 micro and medium enterprises in Nairobi Central Business District, drawn from a population of 11,245 MSEs registered by the Nairobi City County in the CBD. A questionnaire was the main instrument of data collection, which was pilot-tested for validity and reliability. The collected data was analyzed using descriptive and inferential statistics. Findings: The findings were presented using frequency tables and graphs. In conclusion, the findings emphasize the critical role of technology in driving market expansion, customer engagement, and operational efficiency. The study highlights the importance of strategic support and intervention to address technological adoption challenges. By encouraging technological development and integration, policymakers and other stakeholders can assist MSEs in improving their operations, boosting the economy of Nairobi County. Investing in technological education and infrastructure is essential for MSEs to optimally benefit from TPP in the contemporary digital economy. Unique Contribution to theory, policy and practice: Training and development on how MSEs can use the platforms effectively, online marketing and selling needs to be promoted to help MSEs build their capacities. Therefore, when equipped with the appropriate knowledge and tools, the policymakers can help the MSEs to adopt e-commerce and increase their market access and productivity.

Enhancement of an intumescent fire shield paint from the nanotube rutile mineral for the fire performance of steel structures

Building and construction fire safety is an important issue for the protection of people and property. Research investigates nano-rutile minerals' synergistic role in intumescent fire shield paint (IFSP). A synergistic ingredient was introduced to intumescent fire shield paint to evaluate its impact on char morphology, fire protection test, fire propagation test, and compare it with current market products. A hydrothermal process was used to create a rutile mineral, with various techniques used to describe its structure, size, and composition. Intumescent char was found in a furnace using FESEM and X-ray fluorescence. The results showed that rutile minerals contain a rutile phase and a nanotube structure. The surface of the sample IFSP A's char showed layer and foam structures with homogenous voids during a fire test, indicating a high porosity structure. Large holes and recurring gaps were observed in the char of the IFSP B, C, and D. Sample IFSP A took more time at the structural critical temperature (about 550 o C) than other intumescent fire shield paint samples, making it a barrier layer that effectively shields the metal substrate from heat. The intumescent char residue had the highest C/O ratio of 0.57, indicating the best char yield degree and anti-oxidation abilities. The IFSP A had a phosphorous content of 36.2%, which could combine with phosphorus and TiO2 to form a ceramic barrier. The increased TiO2 in IFSP A suggests that char layers with TiO2 may still contain strong ceramic structures and function as effective thermal protection layers.

Factors Impacting Plant-Based Meat Product Consumption: A Consumer Survey Conducted in a New First-Tier City in China

In recent years, the worldwide plant-based meat sector has undergone substantial and rapid expansion. The swift advancement of plant-based meat products in the Chinese market is ascribed to changes in customer dietary preferences. To accelerate the rapid expansion of China’s plant-based meat sector, it is essential to conduct research on consumer demand trends. Citespace was utilized in this study to conduct a bibliometric analysis of research pertaining to plant-based meat. A study model was then created to analyze the primary elements affecting the consumption behavior of plant-based meat products. This study employs Zhengzhou as a case study to construct a research model to examine consumers’ inclination to purchase plant-based meat products. The model is derived from survey data obtained from 570 consumers. The findings indicate that the characteristics of plant-based meat products significantly influence consumers’ purchase intentions and consumption behaviors by shaping their perceptual activity. Price rationality, technical security, and flavor richness are three principal factors influencing customer purchasing of plant-based meat products. The perceived value and trust of consumers can somewhat mediate the influence of plant-based meat consumption behavior. This study offers significant insights into purchasing intentions and consumer behavior in first-tier cities in China. The outcomes of this study can provide a beneficial framework for imitation meat producers to improve product development and stimulate customer interest in the plant-based meat market.

Single or Blended Application of Non-Microbial Plant-Based Biostimulants and Trichoderma atroviride as a New Strategy to Enhance Greenhouse Cherry Tomato Performance

The need to increase yield and enhance the sustainability of crop production systems has led to the development and employment of natural products, such as plant biostimulants. In recent years, a number of reports have researched the effects of biostimulants on plant performance; however, few studies have focused on the mutual application of microbial and/or non-microbial biostimulants. This research, conducted in the framework of the SO.MI.PR.O.N regional project, aimed to investigate the single or mutual application of three biostimulants, a tropical plant extract (PE), a vegetal protein hydrolysate (PH), and Trichoderma atroviride, on ‘Creativo’ F1 cherry tomato plants cultivated during two growing cycles (2022–2023 and 2023–2024). Our results showed that plants treated with the combination Tricho + PE + PH had statistically significant higher fresh shoot biomass (+64.2%, 1647.0 g plant−1), total fruit production (+37.9%, 1902.5 g plant−1), marketable fruit production (+52.9%, 1778.5 g plant−1), and average weight of marketable fruits (+53.1%, 17.0 g) compared to control plants (untreated plants). Furthermore, biostimulant treatments, especially T. atroviride, variably enhanced cherry tomato fruits’ qualitative traits, such as firmness, total soluble solids, ascorbic acid, lycopene, and total polyphenols compared to control plants. Overall, the best combinations to increase tomato fruit qualitative features were PE + PH, Tricho + PE, and Tricho + PH. From an economic point of view, the best treatment for achieving the highest net return was PE. This study underlines that biostimulant features (yield, qualitative aspects, and economic profitability) can be supported through the application of specific biostimulant combinations.

The Impact of Market Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Culinary Enterprises

In this study, the impact of product innovation and market orientation on the marketing performance and competitive advantage of micro-entrepreneurs in Kampar Regency's culinary industry will be examined. Additionally, this study assesses how competitive advantage influences marketing effectiveness by acting as a mediating factor between market orientation and product innovation. Tests of the direct and indirect effects between variables are conducted quantitatively using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) analytical methodology. Questionnaires and interviews with micro-entrepreneurs in Kampar Regency's culinary industry were used to gather data. A total of 378 respondents were chosen as relevant samples using the purposeful sampling approach. The findings indicated that competitive advantage was significantly enhanced by market focus and product innovation. Furthermore, marketing performance was significantly improved by competitive advantage, product innovation, and market orientation. Additionally, the link between market orientation and product innovation on marketing success was shown to be reinforced by competitive advantage acting as a mediator.

Exploring the mediating role of brand trust in the impact of digital marketing and online reviews on purchase decisions for beauty products: A case study on students in solo

The rapid development of information and communication technology has significantly altered the way consumers interact with brands. In the digital era, digital marketing has emerged as a primary strategy for companies to reach consumers and promote their products. The beauty industry, in particular, has undergone a major transformation, with digital marketing and online reviews playing crucial roles in influencing consumer purchasing decisions. This study focuses on exploring the mediating role of brand trust in the relationship between digital marketing, online reviews, and beauty product purchasing decisions among university students in Solo, Indonesia. The research aims to provide insights into how brand trust, as influenced by digital marketing and online reviews, impacts consumer behavior. The findings are expected to help beauty brands in enhancing their digital marketing strategies and improving brand trust among young consumers.

Analysis of Micro Business Marketing Strategy in Facing Competition

This study is motivated by the challenges faced in the development of micro-enterprises at Bukit Sion Market, largely due to the high level of competition. Many businesses struggle to determine appropriate financing models and product offerings, as the market is saturated with similar products offered by competitors. The objective of this research is to analyze the marketing strategies employed by micro-enterprises and identify the obstacles they face in dealing with competition at Bukit Sion Market, Lahomi District. The research employs a descriptive qualitative method. The findings reveal that all food stalls adopt marketing strategies that include market selection, product planning, pricing, distribution systems, and marketing communication. Effective marketing strategies, such as offering discounts, special promotions, or hosting promotional events, have been shown to significantly boost sales. However, the food stalls encounter several challenges, including intensified competition due to the emergence of similar businesses offering comparable products, a lack of product innovation and promotion, fluctuations in raw material prices, as well as issues with product quality consistency, customer service, and overall customer experience.

Determination of 4-methylimidazole and 2-acetyl-4-tetrahydroxy-butylimidazole in caramel color and products by liquid chromatography-mass spectrometry

The simultaneous determination of 4-MEI and THI in caramel and products by LC-MS/MS was developed with several advantages of simplicity, selectivity, and high sensitivity. Chromatographic separation was performed using a C18 column (100 × 2.1 mm, 1.7 μm), with a mobile phase consisting of ammonium formate pH = 4 and acetonitrile containing 0.1% formic acid employing a gradient elution mode. The analytes were detected using an MS/MS double mass spectrometer with an ESI+ ionization source. Samples were cleaned and enriched on a SPE MCX column. Method validaion resulted in a linear range of 5.0 - 500 ppb for 4-MEI, and 1.0 - 500 for THI, with LODs of 0.30 g/kg for THI and 1.5 μg/kg for 4-MEI, and LOQs of 1 μg/kg for THI and 5 μg/kg for 4-MEI. Repeatability and reproducibility for 4-MEI ranged from 2.9% to 9.1% and 2.9% to 11.8%, respectively, and for THI from 3.5% to 9.4% and 4.8% to 11.5%, respectively. Recovery rates for with 4-MEI and THI met AOAC's requirements, ranging from 82.7% to 106.4% and 87.2% to 109.7%, respectively. Application of the analytical method for 24 market products, including caramel, beverages, condiments, and cakes, showed that the 4-MEI and THI concentrations in consumer products were within the permissible limits, while pure caramel samples exceeded the permissible limits for THI concentrations.

Research on the Influencing Factors of Consumption Intention of Psychological Tourism Products and Marketing Strategies

In response to the growing mental health challenges faced by individuals in modern society, psychological tourism products have emerged as a significant area of interest. This paper aims to define the concept of psychological tourism products, highlighting their critical importance in the contemporary market. It explores the factors influencing consumer purchase intentions regarding these products, focusing on cognitive aspects, pricing strategies, precise customer identification, and innovative product design. Additionally, the paper delves into the corresponding marketing strategies that can effectively enhance consumer engagement and satisfaction. By examining these factors, the study offers valuable insights for the tourism industry, providing targeted directions for marketing optimization. The goal is to facilitate the successful positioning and promotion of psychological tourism products in a competitive market. This paper holds both theoretical and practical significance, contributing to the ongoing innovation and development of marketing strategies within the tourism sector. By addressing the nuanced needs of consumers seeking psychological benefits from their travel experiences, it aims to foster a deeper understanding and better implementation of effective marketing approaches. The findings can ultimately support the industry in creating meaningful and impactful tourism products that resonate with consumers’ psychological well-being.

Analysis Based on Three Aspects of Sunscreen

With the increasing awareness of health, people’s awareness of UV protection is also gradually improving. Sunscreen with UV protection has become an indispensable part of people’s daily lives. The market size of China’s sunscreen market will reach 74.2 billion yuan in 2023, and it is expected to grow to 95.8 billion yuan by 2026. The purpose of this paper is to analyze the safety, effectiveness, and environmental friendliness of sunscreen from three perspectives, and discuss the reliability of SPF human testing, improving the stability of sunscreen use, and the cost of new environmentally friendly materials. Through analysis, it is found that there are still shortcomings in the current SPF testing methods, production costs of environmentally friendly materials, and promotion of correct application methods for sunscreen. Subsequently, appropriate adjustments were made to the testing methods and material formulations of sunscreen, as well as recommendations for the selection and correct application of sunscreen. However, the long-term safety of nanomaterials still needs to be further explored. Due to the rapid development of research technology for sunscreen products and the diversification of market products, it is necessary to review the safety, effectiveness, and environmental friendliness of current sunscreen products.

Marketing Communications Strategy In The Process Of Commercialization Of Innovative Products Start-Up Company "Mobilmantan.id”

The start-up company mobilmantan.id’s marketing communications strategy for bringing innovative products to market is the subject of this study. The company wants to effectively engage investors, and customers, and conduct market research by utilizing channels like crowdsourcing, pitching, networking, and social media. The research employs a literature review method with a qualitative approach to explore the complexities of innovation commercialization, which involves transforming innovations into marketable products through substantial financial investment and risk. Drawing from a comprehensive analysis of 194 articles across 62 journals, a framework outlining the innovation commercialization process has been developed, highlighting three main phases: discovery, development, and implementation. Analyzing the company's approach to marketing communications and its effect on the commercialization process were the initial methods. According to the findings, using digital channels and third-party collaborations significantly increased sales and customer engagement. Throughout the process, difficulties like establishing credibility, acquiring patents, and running out of funds were identified and addressed. The study concludes that during the commercialization process, effective marketing communications are crucial in increasing product awareness and sales. While impediments in example size and generalizability exist, the exploration offers important bits of knowledge for new businesses exploring the intricacies of development commercialization.