1ο ΜΔΕ61 ΑποτελεσματικήΔιοίκησηΧαρτοφυλακίουΠροιόντωνΥπηρεσιών Αυλωνίτης

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© Copyright: EKMcret<; ITGIJ.OUA'l A.E. • A8T1va 2004
E~OIEII ITAMOYAH A.E.

rPAtEIA · XONAPIKH nnAHIH:
AeHNA: ABEPOC!l2 T.K. 104 33 THA: 2105238305 F/l:X:. 2105238959
BIBAIOnnAEIA:
AeHNA: ABEPQC!l2 T.K. 104 33 THA: 2105238305 F/l:X:. 2105238959
nEJPAIAI: KAPAOAH & bHMHTPIOY 87 T.K 185 34 THA: 2104227504 FAX: 2104227577
E-mail: info@stamoulis.gr http~/www.stamoulis.gr
3
DEPIEXOMENA
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1.3.1 £n:(neoa neo'(6vto~ ............................................................................ 32
1.3.2 l tQOQXl10111tQo'L6vtrov ....................................................................... 33
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1.3.4 Tono9E'tl'J011 TtQO'l6vto~ (product positioning) ................................ 35
1.4 Tal;LVOIJ.l']Oll IlQo'L6vtoov ................................................................................. 41
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2.2 Ano<p6.m:t.£ yta tou~ IlQOO<peQ6~-tevou~ Tunou~ I1Qo'i6vto~ ...................... 56

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4.4.1.6 Mlitga an6000'IlS ngo'L6vtwv (Product Performance
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4.4.1.7 MOV'tEAo EAX'UO"CLX6t'YJWS ayOQQs- 8EO'l'J£ E1tLXElQTJOTJS
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8 13
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16 11
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O't'lll>La~>txaa(a xa't<iQYTJOTJ~ 1tQO.L6vtrov .......................................547
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O'tT] btabtxao(a X<t"tclQYYJOl'J£ 'U1tYJQEOLOOV ...................................... 549
15.6.6 6Wt'XT)'tt.X.6. ~TJ'tJllkC1'tC1 OQ"(UVWCJrj£ 'tT]£ x.at<iQYllOTJ£ ngo'C6vtwv .. .55]
15.7 TitQlATJWYJ KtcpaA.ai:ou .................................................................................. 553
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IIAPAPTHMA 1: N 2239/1994 «liEQL LT]Jlcl"&OO'V»

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IIAPAPTIIMA m: TasWO!J.T)OY) O'E KA.aO'ELS (classification) -

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IIAPAPTHMA IV; KAN(EK) 40/1994 tO"U i:'Uf.t~O"UALO'U 't'YJS 201')£ 6EXEI-t~Q(OU

1993 <<f La 'tO Kmvottx.6 LrJf.tC1» (EEL 11/14.1.1994) ....... 591
DAPAPTHMA V: TIPQTOKOAAO
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O't'l1 Mabgi:tY) O'tL£ 27 IouvCou 1989
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B€f3ata, 'YJ avaA'UO'YJ 'tO'U KZII 1tQOV3t08E'tEL tva oa<pt) OQLOIJ.O tO'U
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xat avt(ototx.out; xuxA.out; ~wt)~: a) Xatl'JYOQ(a 3tQO'C6vto~ (product-class)
n.x.. autox(Vl'Jta, ~) 't'Un:o nQo'i6vtot; (product-form) IJ.Lat; auyxEXQtf-tfVTJt;
Q'U'tO?<LVl'JtOf}LOJ.ll'JX,aV(a£ 3t.X,. 't€'tQa8EOLO, cabrio X.M., y) atlJ.LQ Tl J.LOQ?<a
3tQO'L6vtO£ (product-brand) f.LLa£ O'UY?<EXQLJ.l.EV'YJ£ atrtOXLVTJ'tO~LOj..l.l'JX,aVLa£
n:.x. Peugeot 206 cc.
0 xuxA.o~ ~w'll~ 'tl'J~ xa'tT]yoQCat; n:Qo'L6vtot; (product-class life cycle)
avtavaxl-..6. a"JJ..ay€s Otl'J O'UvoA.txt) ~tl'tTJOl'J 'tTl£ ayoQ<l£ (n:.x.. aQLOf-1.6~ aOEtwv
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twtis -co'U wn:o'U n:Qo'i6vtot; t) 'tTJS f-t<iQxas (product form/brand life cycle)
IJ.La£ <ruyXEXQLILEVTJ~ EmX,E(QllOl'J£ xaL am6, ybatC TJ OL6.QxELa tou o-cM(O'U
illQLJ.A.O'tT]tat; j..l.;!tOQE( va X,aQa?t'tT]QLO'tEL «QOQWtO'U X,Q6VO'U». AJt6 'tl'JV 6.'/J..fl
n:A.tuQ6., o xU?tA.os ~ool]t; tau t\Jn:ou 11 al]J.Lato~ n:Qo'L6vtot; tELVELva avrovaxM.
tt~ avtayoovtottx€~ O'Uvat&t'Tjt£~ tTJ£ £3tLX,ECQTJO'l'JS xm O'UV£1tW£ axoA.ou8EC
mo ma-ca to xA.aatx6 J.LOvt€A.o tou xuxA.ou ~oo'Yl~ tou rtQo'i6vto~ an:' 6,tt o
XUxAO£ ~onlt; 'tT]t; xa'tT]yOQ(a~ 3tQO'L6vto~.
, 16
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.... KQt'tt?U'j 'XOL XQTJOL!iO't'l'ftO 'tO'U 'XOOo\J ~Wll£ 3tQO'C6vt<><; (K.Zll)
..,. Mteooos Evtomo~tou 'tou otaocou ,;ou KZII
..,. l:'tQO"CTJytxes M aQXE'ttvyx ota otacpoga otaota 'tO\J KZII.
3.2 KplTlKri Kal Xpna1p6rnra rou KuKAou Zwn~ rou llpoi'6vro~
AmS w !!EOO 'tT)£ OE'XOE'tLO£ 'tOU '70 tO ILQVtEAo tOU KZII MX"CT)XE (J')()..'IlQrJ XQl't'LXrJ
an6 Otaqx>Qou~ <:nryyQ<lcpE(~ ~ touc; Flides & Lofthouse (1975), Dhalla & Yuspeh
(1976), Doyle (1976) x.A.n. H XQL't'txl) <nm'j En:tXEvtQWvE'tat ota EM£ Ol]1!£La:
a) Yn:agxouv n:oA.A.O n:Qo·wvta ,;wv on:oCwv o xuxA.oc; ~wr]~ OEv n:aQouma~u 't11
'XAOOL'XrJILOQcptli!E W 'tEOOEQO O'tOOta: ELOaywyrj, avamu~'ll, CJJQLf.l6"CT)tO, 3ttWOl],
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xaeT]Ylltll£ Cox (1967) OE ILlO EQEWa 258 CJXlQ!LOXEVtLXWv 3tQO"i.6v,;rov avayvro-
QLOE €~t Ota<poQE'tL'XE£ IJ.OQ<pE£ 'tTJ£ xa!J.3ti)A.'Il<; 'tOU xuxA.ou ~wr]c; -cou n:go·~6vtoc;.
AvtCcrtotxa, OL Rink & Swan (1979) xm Swan & Rink (1982) xat€yga'\j)av 11
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ll'fY1f: Rink & Swan (1979). Swan & Rink ( 1982)
98 17
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Ot 0'\JYXEXQLJJ.ivm ouyyga<pe(c; UmJO'tl]QlSO'UV 6tL OL rtwl.:r}oetc; ev6c; JtQ<i(6vwc;

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:n:oo!.:J1otwv Sa MTJOLUO£L.
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yw JtaQllOELYI!a OL CTtQa'tTJYLXE£ wtO<pUOEL<; "tT)<; ~hOLXT)OT)<;, 000 Xat wtO e!;w-
yeve(<; 3taQ<iyovtE<; JtOU J.lltOQoW va 3tQOOOLOQLCTtOVV X.QOVLXO.
0) l:uvr}9W<; U3tllQX.OUV OuOXOALE<; CTtO va EX'tLJ.ltl0€t XUVEL£ J.lE axg(~EW OE JtOLO
cn;aOLO "tO\J XVXAOU ~c.u'rlc; E'UQLoxE"tat "tO neo'(6v.
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t'YJYLXoV OX,EOWOJ.loV Myw -cou 6-n:
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Xat JtQO~ArJI!a'ta Xat
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r:ov dee at lTVVfJUqaj.i6 pe ilia EflTCt.t(}t'uti Or.oopiva xat Bewenr:txa po1rci).a
tva x.e'ljcn;..lo seraA.etoyux TrfV av&.A.v0'11 nat aw£:n:r:v~ avraywvwm.:wv mea-
r:rrrt-xwv (competitive strategies). IJ avdAvO'f1 rov xu-x.Wv ~wtf~ •uv :neoiOvr:o~
Oa :n:et:n:el va a:n:orei..Ei ro :nec.rno araow arTJ areaT:fJytxrj avai..VO'I'J. H XfJ1'/(JI-
fl01CO(rJ(J'J] rreetau6n:eo 1foA.U.doi!WV ~JLJvr:fJ..wv pnoeet va t:ner:at».
18 99
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Am6 &ev OTJIJ.ULVEL 6tt 1:0 IJ.OVl:EAo -rou KZTI eCvm X~OLJlO IJ.OvO yw. ,;a xmava?..w-
"tLxU 1tQO.t6Vta. M eA.E-tec; n:ou £yLVav cm61:ouc; xa9t)Yll'tt<; Cunningham (1969), de
Kluyver (1977), Thorelli XUL Burnett (1981) O"tt) BQE-cav(a xm O'tL<; HfiA EOELsav
OtL J.I.LU OELQU ~LOJ.I.t)XUVLXOOV 1tQO'LOVl:WV (~LOIJ.t)XUVLXO ESUQ't~J.I.Ul:U U'Ul:OXLV~'tWV,
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A.t)c; 1:0u KZII.
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O"tOV U1tEU9uVO 'tOU J.t.UQXE'tLyYX: a) va EV1:01tLOEL 'tO O"tO~ho "tOU xux"A.ou ~W~c; 1t0\J
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1tQE1tEL va axoA.ouEhjoEL ma 6t6.<paQa ma&ta tou KZII. Me ama -ra Mo 8£J.lata
8a OOXOA'Y]80UJ.I.E 01:0 'U1t0AOL1t0 amou 'tO'U XE<paAOLO'U.
3.3 Mt8ooo£; Evromapou rou Eraoiou rou KZll
fLU tOY EvtOnLOJ.lO 'tO'U maOLOU 1>0\J XUxAoU ~WllS 01:0 01t0lo ~QtoxE'tUL 'tO JtQOi6v,
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1tUQOJ.lOLWV l'i oxettxoov 1tQO'l6v,;wv n:ou J.1.1tOQtC va ~Ol'J8l'ioovv O"tr)V EX'ttll'lO'YJ
"tYJ~ m8avl'ic; 'tOO'!']<; tO'U uno ESE"tCLOlJ rt(>o·cav,;oc;.
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1tEQLOO<hEQO XOL an6to~-ta <hav 'tO 1tQO.L6V cpO<lOEL O'tO atabLO "tlj~ m:Wa"rl~-
l;) Ex'tLJ.ll'JOll 'tO'IJ OQL8f.lO'U -crov EmXEQbwv XQ6vwv nou anoj..llvow atov xuxA.o
SWtl~ 'tO'U TCQO.L6V'tO<;.
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xuxf..O'IJ ~rot1s tou.
3.4 ErparnylKt~ MapKenvyK ora J.1a<popa Erao1a rou KIIZ.
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tO'IJ xvxAO'IJ ~wt1~ 'tWV 1tQO.LOV'tWV t~'U~. fux va 113tOQEOO'UV va yCvouv JtEQL006"tEQO
xataVOT)'tE<; OL O'tQa"tljyLxE~ 01J1:E~ 1tUQOUOb6.toullE E1t(OT)~ tL~ O'tQU't'TJYLXE~ JtO'IJ
Ecp<lQI!60't'TJXaV crta Emi!EQO'IJ~ crtaOLa an6 'tL<; Etal-QELE~ Xt"Vl'J'ttlt; 'tl]AE<pWVCat; CTtl'JV
EA.Mba tl']V nEQ(ooo 1993-2000 (NLXl'JcpoQtiXl'J, 2000).
3.4.1 Etpatnym:c~ papxtnVVK ato ataZbo tn~ tloavwvn~

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'Otav llta EnLXELQT)Ol'J xawotof.tE( l..avcrtiQovta~ eva EVtEAcO<; v£o JtQO"i,ov/
'U1t'T)QEOLa O't'TJV ayOQO., 113tOQEL va E1tlAEf;EL J.LE't~U 'tQLcOV EVaAAaXtLXWV O"tQ<ltl']-
YLXWV J.l6.QXE"ttvyx (Walker, Boyd xm Larreche 1999):
~ ~LEWO'UOT) CTtl'J J.lOsLxij ayoQti (Mass-market penetration)
~ ~LEWO'UOT) OE OlJYXE><.QLJ.lEVO 'tj..l~J.la 'tl'J~ ayoQti<; (Niche penetration)
~ 26.cpQLOJ.la XOL yQi)YOQl'J 01tO'XcOQ1'JOll (Skimming and early withdrawal).
3.4.1.1 1Ueio6uon om pa~uci ayop6

Atm111 O"tQatl']yLxl'j ano~AE1tEL CTtO va JtELOEL 6ao 'tO ouvat6v 1tEQLOO<hEQO'U~
O'UVT)tLXOU<; nEAatE<; va 'IJL08E"tl'jcrouv 1:0 vio 1tQO"L6v €·taL WO"tE va OOTJyijOEL O"tTJ
J.lELWOT) totJ xa-c6. J.lOVUOa x6cnout; xm ato xt(OLJ.lO I!Lat; 11EYUAT)t; ~<lOT)t; 1ti.O"tWV
1tEAatWv 1tQLV OL avtayWVLO'tEt; j..I!COUV O'tl]V ayOQ6.. 0 "tEALx.6<; crt6X,Ot; aml'jt; tl']~
O'tQatl']yLxijc; ECvm l'J xatOX'tl'JOll xaL Ota-nlQT)OTJ ev6~ J.lEyaA.ou j.!EQLOLotJ ayoQ6.~
yLa to veo 1tQO.L6v.
20 101
$ X:E41AAAIO
A1t6rtAEUQ6.~ 'UAOJtOLT]OT)~ 1] O'tQCLtTJytxl) a'U'tl) Mam:C:
a) fQtlYOQT] ErtE'XtCLOT) tTl~ yx6.1La~ tOU rtQO.WvtO~ yta va 1CQOOEA'XV0Et rtOAAMW

"tJ.llli.Lat<l tTl~ ayoQ<l~.
~) TtJ.lOAOYT]OTJ &teCo&uOT)t;, &T]A.a&'ll X<lf.l.ll"-rl "tLf.l.fl, ClAM xm eav ax6~-tTJ 11 emxeC-
QllOTJ SE'XLVllOEL J.lE U"lj!T]A.l) tLf.l.fl "t6tE ea JtQEJtEL va j3y<iAEt O'tT]V CLJ'OQartCLQCLA-
A.aytq, ,;ou rtQo·wv,;oq, a£ X<lf.I.T]MStEQEt; "ttf.I.Et; (lower-priced versions) yta "tl(V
aV"ttf.I.E"tWmOTJ etcr6&ou Otl(V ayoQ6. av,;aywvtatrov.
y) EA.aattxl11natrottxT] JtOA.t·nxTj yta va ev6aQQ'tlvu "tlfV aQXtxT] ayoQ6. ,;ou JtQOi:-
6vtoq,.
&) ExtE"tCLf.I.EVT] XQtl011 f.I.EEl6&wv rtQOW9TJOTJ~ nwA.l)oewv ata xav<lA.ta (trade
promotions) yta tTJV ooo --co &uvat6 f.I.EyaA.meQTJ &wElea, totJ rtQOt6vto~. ~,;a
trade promotions JmDQOUf.l.£ va avacptQOUf.I.E XQTJJ.lmLXE~ t1 Ej.IJtOQEUJlCL"ttXEt;
matrooett;, &ooQa, xaEl<ix.; xm OQY<iVWOTJ OtaywvtcrJ.l.Wv JlUa!;u -rwv xa"tacrtl(-
f.l.<hwv.
E) ExtE"tCLJ.lEVTJ XQrlOTJ J.1EEl6&wv rtQOW9TJOT)t; nwA.l)crewv nou cirtevOwe-rm movq,
"tEAtxouq, XQtlO'tE~ (&eCyf.I.CLta, nocrattx£~ exmrooE~, &oxtj.LEt; x.A.n:.).
at) Ex,;ewJlf_vt] XQllOll &taq:>l]j.LI.O'tLXWv J.lEcrwv yta va au!;t]cret trJV avayvwQLOLf.I.O-
"tl]'ta ,;ou rtQo'C6vtot; 5Lvovtat; EJ.lq:>aOTJ ma j3acrtx6. nA.eovEX"tllJla.ta tou veou
"t\Jnou 1tQOt6vtoq, (generic benefits).
~) I&taC"teQa f.LEYaAll rtQocr:n:aElEta an6 JA.EQO'Ut; ,;wv JtWAT]"tWV yLa "tTJV <L"'t6?<.tTJ<Jll
VEWV :n;eAa"tWV ?<.at UtOElE"tT)Ol] Otlmllf.I.CL"tOt; XLVrltQWV yta 'tOU£ :JtWAT]"tEt; f.l.£
rtCLQOj.LEtQO «a:JtOXtTJOTJ vtwv 1tEAmWv».
~uxva, TJ atQO"tT]YL?<.fj OtELO&tlOl]t; O'tTJ IL<l~L?<.l'j ayoQa avaA.ue'tCLL OE &uo E1tLJA.E-

QOUt; O'tQCL'tTJYLXE~ avaA.oya j.LE "tT]V "tLJ.ll'j :JtOU "tL8£"taL XaL "t~ &artOVEt; 1tQ0009l]Ol]~
rtOU yCvOV"tm an6 tT]V E1tlXELQT]OT) (Kotler, 2003):
~ ~tQCLtTJYLXll aQy~~ &teCOO'UOTJ~ (slow penetration strategy). ~Uf.l.<pWVa f.I.E a'ln'll
tl] O'tQCL"tTJYLXl] 'tO JtQO.LOV ELO<iyEWt O'tT)V ayOQU f.LE X<lf.I.TJA"l] tLtJ.Tj XCLL X<lf.I.TJA"l]
OwtaVTJ1tQOW9TjOYJ~. 11Qoilito8€cre~ Eq:>CLQf.l.oytJt; 'tTJS atQatTJytx"ll~ eCvm TJ unCLQSTJ
f.I.L<l£ f.I.EJ'<iAT]~ &tJVT)'tL'XtJt; ayOQO~ JtO'U yYWQ~U tO 1tQO"t6v, ELVCLL EUCLLael]'t'T] O'tTJV
"ttJll] ?<.aL o avtaywvtcr~-tOt; Otlf" ayoQ<i eCvm rtEQLOQtoJlf_vo~.
~ ~"tQCLtT]YL?<.ll YQtlYOQTJ~ OteCcrOUOl)~ (rapid penetration strategy). ~UJ.lcpwva f.I.E
atm) 't'TJ a-tQatl')yLx~ 'tO rtQo·c6v £Loayetm O'tTJV ayoga l..lE X<ll..lTJAllltf.l.~ xm TJ
OM<iVTJ JtQOWEllJOTJ~ ECvm U"lj!l]A.T]. IIQoi.iJt08€cre~ yta 'tTJV Eq:>CLQj..loyTj 'tTJ~ O'tQa-
'tlJYL?<.tlt; a'U'tl)~ eCvm TJ unaQsll f.I.LCLt; f.I.EYOAT]~ &wl]'ttxl)t; ayoQ<lt; :n:ou OEv yvw-
Q~EL to JtQO"L6v, ot 1tEQLcr06"tEQOL OuVT]·ttxoi: xatavaA.w"tet; eCvm evaCcrEll(tOL w~
7tQO~ "tl]V tLJ.ltl, un<iQX£L £vtovo~ avtaywvtattx6~ xCv&uvo~ xat mt-ruyxavovtm
OTJf.I.OV"tt'XEt; OtXOVOf.I.LE~ xALf.I.CLX<lt; f.1.£ "tl]V aUST]OTJ tT)t; TCaQCLY(I)ytlt;.
102 21
Ku.Klo~ {wri~ rrpoi'6vro\ KOJ arparnyJKn papKcnvyJC
fLa va €1ttAES€L 11 EnLX£LQTJO'TJ t'TJ O'U)''>'£'>'QL~EVTJ otQCt't'TJ'YL'>'ll 8a 1tQE1t€L va u<p(-

<TtetVtaL OL CtX.OAO'U0£S O'\JV8llX£S:
1. H ayoQ<i va £(vm tOteth£QCt EuetCoer]U] WS 1tQOS tTJV 'tLJ.lll xm !!Let XCtJ..lTJATj 'tLJ.ll]
va ofurysC O't'TJV avWrn!~'ll UJS ayoQas.
2. To XOotOS 1tOQetywyijc; X.CtL oL<i8£ortS va !!ElOOV£'tOL !!£ 'tl]V a8QOLottX.ll £J,1.1t£LQLCt
1tCtQetywyijc;, ~'I'JAOOrJ 'tO 1tQO"L6v va EJ.L<paVi1;£t 6£'ttXES OLX.OVOJ.LLES xAL!!OXOS.
3. H XCtJ11lAll 't~ll va ano80QQ1lv£t 1:ov umi.Qxovro xm ~'UVTJ'ttX6 aV'taywvLO'I.l6.
4. To :rtQo·.:ov an6 'tTJ qruO'TJ 1:ou va tx.avo:rtot£C avayx.sc; I!EY<iA.ou :TtOOocno'\J :TtA'I'J-
euoJ,~.o'\3.
5. 0 x'\JxA.oc; ~Wl] S "tO'U 1tQO.L6V'tOS va s(vat !!OXQ'IJ<;.

6. Na U:TtUQXOUV XaL aAA.a U:TtOXO'tQO'tCtta tOU 1tQO.LOV'tOS-
7. Na sCvat am1J.laV'ta t'a EJ.l1tOOta £~a6oov v£wv naQaywywv O't'TJV ayoQa.
Ot Walker, Boyd & Larreche (1999) JtQO'tELVO'UV 'ttS naQaxa1:w :rtQoi.ino6€oELS

yta 'tl]V s:rrtl..oyl) av't"lis 'tlJS otQa'tl]ytxl)s:
1. Ym)QX.Et !!Ey<iA.'I'J OWTJ'ttxl) stl'tlJO'TJ.
2. Ot avayxss 'tlJS ayOQUS ELVaL OXE"tLX.a O!!OLO')'EVE(c;.
3. ECvat noA.u m6av6 m :rtEA<i'tES va tno8£1:1loow 1:0 nQo'i.6v OXE'ttxa yQl)yoQet
(J.Lt'>'Ql) OtaQX£LCt 'tlJS Ota(nxaoCas OtOX'IJ<YTJS 1:ou :TtQOi:oV'tos).
4. H 1:sxvoA.oyCa 1:0u JtQO.LOV'tOS JtQOO<ptQEt JlEYaA'I'JrtQOOt'ao(a an6 :rra'tEV'tES
(aV'ttyQ<i<pt'tat MoxoA.a).
5. ECvat 0'\JoxoA.l} 11 MOXUJO'TJ s~OQ't'TJ!!d'twv l) vA.txwv (A.Cyss JtTJYES :TtQOfll)Sstas).
6. ECvat &Uoxo/..11 11 &ta&txaoCa naQaywyl]s xat anat'tEL'tat J.LEY<i"-YJ ava:Tt't'UI;Y)l)
£1tt:TtQ6mktTJ E:rtEvOu<YTJ.
7. YMQXO'UV A.CyOL OuVY)'ttXO( CLV'tOYWVLOt'ES.
8. Ot Jt£QL006'tEQOL O'UVlJ'ttxoC avroywvtm£s £xouv nEQLOQLO'JlEvous n6Qovs xaL
~uvm6rrjt'ES xat 0'\Joxo/...a avam'\Jooouv ovyxQmxa nA.sovsxtl]l.lata.
9. H £1tLX€LQl]OlJ Ota8E't£L t0LCLL't£QO J.LEY<iA£S LXOV6'tT]'t£S J.LTJXCLVLXtlS 1tQO.i.6V'tOS

(product engineering), LXCtVO'tlJ'tES XaL JtOQO'US Jl<iQXE'tlyYX., xa8WS XCLL LXCtVO-
JtOLTJ'tl'XOUS XQ'Il)..lCL'tOOLXOVOJ..U.XoUS XOL OQ')'CtVWtl'XOUS 1t6QO'US ')'La 'tl'J E~ClO<pOAL0'\1
't'I'JS 01tat'tOU)..lEVTJS ~'UVO!!LXO't'I'J'tCtS 1tQLV a:rt6 'tl]V aUS'I'JO'TJ 't'I'JS ~ll'tlJO'T]S
EJ.LELS ea OLCt<pWVllOO'UJ.L£ J.L€ 'tLS 1tQO'Uno8EO£LS 1tO'U 1tQO't£LVOUV OL Walker, Boyd

& Larreche os 6;tt a<paQa 1:a XCtQCtX'tYJQL<Tttxa ,;ou nQo·.:oV'tOS xm 'tWV aV'taywvt-
O'tWv (neoun:oetotLS 4,5,6,7 :rraQa:OOvw). 1:s aV'tC8sOTJ l.l£ 6,1:t u:rrootl]Qil;ouv, t)..ltCs
mO'teUO'UflE 6'tt TJ Ot£LoOUO'TJ O't'TJ !!Ct~tx!l ayoQ<i 1tQOi.i:Tt08E't£t !!EyaA.o CtQt8!!6 OWl]-
22 103
® KE~AAAIO
'tt?GWV OV'tOy(I)Vt<J"CWV :n:ou fJ £:1tLXELQ'l']OlJ :1tQOO:n:a8£( va 0:1tO'tQlhji£L f..l£ £va 1tQO.L6V
:n:ou rcaQ<iy£'tat EuxoA.a xm rcou Myw 't'l'J£ J.U?GQ~S TCQomaoCas -co'U ETCLSfl'tEL "''Yl"
yQTjyOQll <Ste(oOuOlJ ?GaL xa8LEQ<OOij 'tO'U O't'l']V ayoQa.
3.4.1.2 lllclol>uon oe: OUVKf:Kplpevo tpnpa rn~ ayop6~

l:'tL£ :1t£QL:1t'tWcrEL£ E?GELVE£ 6:n:ou 11 rntxeCQ'Y!OlJ EXEL TCEQLOQLOJ.lEvO'U£ n6Qous; J.UtO-
QEL va £:1tLOi.<.l>s£t. 't'l']V xatU?G'tTJOlJ flYE1:L?Gll£ 8EOl]£ o' Eva O'U'Y?GE?GQLJ.l.EVO 'tf..l~lla 't'l'J£
ayoQ<ic;. ME clUa Myta !AJtOQEL va EntOLWSEL 't'TJ llEYt<J"C01tOCflOlJ 'tO'U aQt8J.L.OU 'tWV
:n:eA.a'tc.Ov :n:ou OO?GLJ.la~o-uv xm uL08£-co'llv 'tO :n:go'L6v Eattd~OV'ta£ 'tl.£ :JtQOornl8£LE£
't'TJS o' £va ouyx£XQLJ.1EVO 'tf..lllf..la 't'TJS ayogas aV't( va JtQoo:n;a8Tjoet va xawx't1'jo£t
?Gat va bta't'Tj~0£1. flYE'tL?G6 J.l.EQLOLO 'tflS O'UVOAtXTj£ ayOQU£.
A'U't'l] 'Yl O"CQO't'l'JYL?Gll ~OTj8du 'tl.£ J.1L?GQ6'tEQ£S ?GOLVO't6J.1E£ £:n:LX£L~OEL£ (pioneers)
va E?GJ.1E'taAA£'U'toUv 0:1tOOO'tLX6tEQO 'tOU£ Jt£QLOQLOJ.1EVO'U£ Jt6QOU£ 'tO'U£ ?GaLva a:n;o-
{j)UyO'UV 'tflV UJ.l.EOlJ aV'tLJtaQ<i8eOlJ f..L£ 'tO'U£ ).tt:yaA.UtEQouc; avwywvtat€c;.
A1t6 :n;A.EuQac; uA.o:n:oCflOlJ<;, 'Yl mgatT]yt.xTj au-nl a:n;m-ceC 'tl.£ CotE<; 'ta?G'ttXE£ 6nws
?Gat 'Yl :1tQOflYoUJ.1EVTj O'tQO'tflYLXTj !J.E 'tfl <5ta<pOQa 6n OL 'ta?G'tLXE£ UU'tE£ EO'tta!;o-uv
ato ouyxEXQLJ.l.EVO 'tJ.1llJ.1a :n:ou a:n:£u8Uve-cat 'Yl E1ttX£LQflOlJ. H f..l6VTJ &a<paQ<i eCvm
6'tt, aV'ti: va EJtEX.'tELVEL 't'I']V JtQO.LOV'tLX.~ yx.aJ.La, 6nwc; O'UJ.L~a(vEt J.l.E 'tTJV JtQOT]you-
J.l.EVTJ O'tQUt'I'JYLXij, JtQOOJtU8E( VU UVamUSEL, VU ~EA'tLWcrEL ?GUL va 'tQOJtOJtOL'llOEL 'tO
:n;eo'C6v t'I'JS yta va au!;~ou 'tflV eA.xumt?G6t'l')'ta 'tTJS O't'l'JV ayoQa-at<>x,o.
IIQO?GELf..LEVO'U J.L.La EntXELQflO'll va £mA.£!;Et. 't'l'J ouyxEXQLJ.l.EVTJ O'tQa't'l']ytx'll,
oUJ.L.q>O>Va J1E 'tO'U£ Walker, Boyd & Larreche (1999) ea 1tQ6tEL va wxuow 'ta
a?G6A.ou8a:
... Na 'UOOQXEL J.l.EYUA'I] O'UVTJ-ctxij s1l't'TJOlJ .
..,. H ayo¢ va eCvat. xa'taXEQ!!U'tLOJ.lEVTJ f..LE :n;oA.A.a OtacpoQE'ttxa 'tJ.l'llJ.la'ta E<paQ-
J.lOYWv x.m ava!;'ll-cTJO'I'JS :n:A.EovEX't'l'JJ.l<hWv (applications-benefit segments) .
..,. Na tCvm :n:oA.U m8av6v m neM'tE£ va uw8E't1'joow 'tO :n;eo'L6v OXE'tt?Ga YQllYOQa
xm 'Yl &ta&tx.aoCa &t<iXUOTJc:; 'tOu nQo'C6V'tO£ va EXEL f..LLXQll btaQXELa.
..,. H 'tEXVoA.oyCa -cou ngo't:6V'tos va JtQOO<plQEL JlL?GQ'll nQoatao(a an6 nO'tEV'tE£
(UV'tt.yQ<i<pE'tUL Tj 'UL08E'tEC'taL EUXOAa) .
..,. Na eCvm euxoA.fl '11 a:n:6xtTJOl] e!;aQ'tfl!J.Ot(I)V 11 uA.tx<.l>v a:n:6 :n;oA.A.£c:; nrry£s JtQO-
Il'll8uac:; .
..,. H &ta&tx.aoCa. naQaywy!ls va eCvm O?(E'tt?Ga anA.'ll xm va anm'tECtm !J.LX.Qll
UVWtruSflll E1tLJtQ608E'tfl eJtEVOUOlJ.
..,. Na uJt<iQXow noA.A.oC &uvrrnxoC aV'taywvtatE£.
... 0QLOf..LEVOL aV'tayWVLO'tE£ va EXOW O'r]!J.aV'tt.XOU£ Jt6QO'U£ i<.OL va !1JtOQOUV va
ava.1tl'l)!;ouv O'lJY?GQL'tL?GU JtA£0VEx.'tTj!J.a'ta.
104 23
KtiKAo(;" ~c.~ri(;' rrpoi'ovro(;' KaJ orparnyJKri papKenvyK ~
..,. H emxeCQT]OTJ va EXEL nEQLOQLOf.lEV£~ txav6'np:e~ xm n6eou~ ~-t<iQXE'ttvyx xm

ILTlXO.VLXtl~ neo't:6v,;o; (product engineering) .
..,. H emxeCQT]OTJ va f.lTJV txu txavonObT]ttxou~ XQTJ!!a'tOOLxovo~-t-txouc; ~ oeyavoo-
ttxouc; JtOQOU<; yta 'tl] E~O.OqxlALO'l'] 't'l')<; MaL'tOU~-t-EVI']<; OWO.jLLX6'tT]tO.<; (capacity)
JtQLY an6 't'I')V a'UsTJOTJ 't'l')<; ~lJtT]OTJ<;.
3.4.1.3 :::acpp10p.a KQl ypnyopn OIIOXWpnon

H ouyxEXQLJ!EvTJ atQO.'tT]ytx~ anooxontC O'tTJV an6X'tT]CJll 6oo to owat6v neQLO-
o6teeoov neA.atwv nou ea uLo8ett1oouv t:o nQo'L6v xat O'tYJ Otatt1Q'lOTJ \J'ljJT]A.Wv
7tEQL800QL(J)V XEQOOU<;, Emf3aAAOV'tO'.~ 'lrljJT]A.tc; 'tLf.lE~ yta 'tl]V enavaX'ti']OI'] 6oo 'tO
owm6v YQTJYOQ6t£Qa 'tO'IJ x6<nouc; avamuS'rJc; xm AO.VOO'.QLOJ.I.O.t O<; 'tOU :7tQO'i6vr:oc;,
0£ j.tCa 1tQOOn<i8£LO'. va J.I.£YLOt03tOLT]8£( T] an60oCJl'] t:OOV EJtEVOU~-t-EVOOV XEcpO.AaLooV
XO.L va O.JtOXOOQtlOEL an6 't'I')V ayOQa xa8wc; 0 O.'U~O.VO!!-E'VO<; O.V'tO.YOOVLO~-t-6<; JtLESEl
to. Jt€QL8WQLO'. XEQOO'U<; 3tQOc; 'tO. xat:(J).
Art6 JtA£'\JQac; 'UAOJtOLT]<JI']<;, T] O'tQO.'tTJYLXtl 0.'\J'ttl Matte(:
.... Y'ljJTJAtl 'tLJ.I.tl «sacpQCOJLO.t:O<;» .
..,. MtxQt1 t1 xm xaJLCa tn:lJ'Ceooee't'I'J avWm>stJ 'tO'IJ n:eo'i6V'toc;, aA.M n:eoocpoQa
oroeeav OOXbf.ltl<;, O'UVO.'tO'tT]ta EnLO'tQOcM<; tl EX'tE'tO'.J.I.EVfl<; EYYUl')O'l']c; 'tOU 3tQO'i-
6V'toc; Uxn£ va J.I.Et008£( 0 O'.V'tLAaf.l~O'.VO!J£VO<; x(v&\Jvoc; t rov :7t£AatWV.
.... IlEQLOQLOf.lEV'T] 0LacM!!LCJll yta 'ti']V EJtl'tE'USTJ avayvWQtOtf.l6tlytO.<; 'tO'IJ JtQO.LOV'tOt;
EatLO'.O'jLE'VI'] OtO'IJ<; 4y6t£QO £\lat081']'t01tOLT]f.lEVO'Ut; MO JtAE'UQ<ic; tLf.l~<; n:EA.<i't£<;
nou uto8ttouv an6 -couc; «n:Qwtouc;» 1:0 n:eo'i6v (early adopters).
.... IlEQLOQLOIJ.EV'T] XetlCJll n:eow8r]nxwv EVEQYELWV 'tOOO 3tQOc; tO. xavaA.ta Ota'VOf.ltlt;,
6ao xm JtQO<; 'tO'U<; xmavaA.W't£<; .
..,. EX'te'taf.l£vec; n:eoon:aeetec; 'tT]c; Mvaf.lTJ<; nwA.l')twv t&taC-ceea emxEV'tQWJ.t€vec;
cnouc; J.leyaA.megouc; OuVl')'ttxouc; neA.atec; (largest potential adopters) .
..,. ExtE'tO.f.lE'V'TJ n:L<Jtoo'ttxl] noA.mxl] y ta 't'I'J" ev8aQQUV<JI'] 't'I'J<; aextxl]c; ayoeac;.
AvaA.oya J.lE 't'I')V 'tLJ.ltl1tO'U t C8etm xat 't'l') oan:<iVI'] :rtQOWSl')OT]<; atT)V onoCa
ngof3aCvu T] £1tlXELQT]<JI'], 11 atQa't'l')ytxl] autt1 f.l1tOQ£( va M~EL ttc; Mo ax6A.ou8tc;
f.lOQcptc; (Kotler, 2003):
.... l:tQO.'tTJYLXtl YQtlYOQO'U sO.cpQLOJ.lO'.tO<; (rapid-skimming strategy). l:u!!cpoova !!€
avtl'j tT] <JtQatTJYLXlJ tO 1CQO.LOV ElO<iyetat O'tT]V ayoQ<i jl£ 'U'\jJT]A.l] 'tljl~ XaL 'lnJJTJAtl
OMaVT] 3tQOW8T]<JI']<;. I1Qoimo8£0ELS yta 't'I']V EcpO'.QJ.loyl] 't'l']<; O'tQO.'t'I'JYLX-lJ<; ELVat
"1 un:aQs"l J.lLO'.<; nEQLOQtaj.ltvl']c; oe f.1Eye8oc; OU'V'TJ'tLxl]c; ayogac; nou oev eCvm
E'UO.COSl')'t'l') lOS 1tQO<; tT]V 'tlf.ltl XaL T] £1tLXELQT]O'l'] O'.V'tlJ.lE'tWJtQ;EL 0'\JVI']'tlXO O'.V'tO.-
yWVLOJ.lO xm 8£A.et va OT]IJ.LO'UQYtlOELL0XUQtl1CQO'tLJ!TJO'l1 O'tl')V EJtWVUJ.lLO..
24 105
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IJl. ~'tQa't'T}yLxlj aQyov !;a<pQCO'!latOS (slow-skimming strategy). ~u~tcpwva !J.E au'tlj

'tTl O'tQa't'T}yLxl] -co nQo·.:ov tway e-cm O"tlJV ayoQci IJ.E 'U'\jll]A:~ 'tLIJ.~ xm xa!J.lJA~
banaVl] 1tQOW8T)CJl1S· I1QO'Ono8EOELS yta.'tf]V ecpaQ~tOyij 't'TlS O'tQ<l't'T}ytxijc; e(vm
lJ uJtaQ!;'T) J.u,ac; JtEQLOQlOf..lEVfJS oe f1Eye80£ bUVT]ttxijc; ayoQcic; 1t0u yvwQLt;tt m
nQo'L6v, UMQXOW ayoQaO'tES nOtJ bev e(vm euaLoBrr:oL we; itQOS 't'T)V 'tt!lii xm
bev enCxet-cm avtaywvtatLx'll bteCobuCJl1.
rta va EmM!;et f] £JtLXELQT)CJl1 't'T) 0\JyXEXQLf.lEVf] O'tQa't'T)yLXll Ela 1tQEJtEl va ucp(-

atavtat OL ax6A.ou8ec; ouv8ijxec;:
1. To v€o nQo'i6v va aneu8Vvetm yta va ayoQaateC an6 €va uno<TUvoA.o ayoQa-
mwv 'tl'JS ayOQUS O'tOXO'U (xawO'tOf.lOL-VEW'tEQLOtES) nou 8a 'tO ayOQUO'EL IJ.6VO
xat !J.6VO EJtELb'ij ELV<ll YEO, abtaq:>OQWvtac; ')'La O'tl~:rtat£ aA.A.o.
2. Na eCvatnLO e'IJxoA.o va IJ.ELW8eC Tl -ctJ.L'ii -cou aQYOtEQ<l an6 1:0 va au!;r]eeL
3. H tJ'\jiT)A.'ij ·nf.l'ii ,;ou, £cnw Kat !J.E J.LLKQt<; nwA.l]ouc;, va cptQVEL x£QblJ O't'T)V em-
X€CQlJCJl11tOtJ ta EXEL Uj.tEO'TJ avayxlj yta va xaM'\jlu -ca j.tEyaA.o. e!;ooa 'tO'U VEOU
1tQO'i6v-co<; (R&D, M ciQKEnvyx, x.M:.)
4. H :rt.aQ<XYooyij 'tO'IJ veOtJ 1tQOi.6vto<; va ~-tTJV llJtOQE( va au!;l)8eC aJ.&toro<; ytatC £vas
'ij 1t£QL00'6't£QOL an6 'tO'IJS JtaQayW')'LKOU<; ru5QO'IJ<; ~QLOKOvtaL 0£ O'tEVOtT}'ta (n.x.
e!;eLbtKE'Uf.lEVT) EQ')'UO(a).
5. 'Evac; J.LEyaA.o<; aQt8J.t6<; ayoQamwv va exet J.ieyciA.TJ ~'ii'tTJOll yta -co nQo·.:ov.
6. To x6ato<; JtaQayooy'iic; ev~ J.lLXQOU 6yxou va J.li'JV tCvm LOtaC-ceQa mpt]M W<rce
va <lX'IJQWoEl 'tO JtAEOVEXtl)f..l<l 'CTJS '\J'\~T)A'ij<; 'tL!l'ij<;.
7. H oQXLx'ij u'\PTJA.'ii l:LIJ.~ va IJ.lJV nQootA.xueL :rtEQLoomeQouc; avtaywvtm€c; O'tl'JV
ayOQa.
8. H 'UtjJlJA.'ll l:tJ.l.'ii va neQvaet 'tO IJ.'iiVUJ.l<l ev6c; IJ.Ovabtxov xat avo>teQou nQo·.:o-
vtoc;.
K o1:a 1:0'\J<; W alker, Boyd & L arreche (1999), 11 ecpoQ ~wy'ij tTJS O"CQa't'T)ytx'ijc;
a~c; 1tQOii:rt.o8€tet ta ax6A.ouea:
1. H l:>tJVl]LLX'lj ~lltTJCJl1 va eCvat 1t£QLOQlOj.tEVl].

2. Na eCvm noM meav6v m neA.a-cec; va uL08e't'ijoouv ,;o nQo'i6v JA.E o.QYij otabt-
xao(a ( J..L eyciA.Tl bL<lQXeta 'tl'J~ 6tacSuc.aoL<lc; OtciXUCJl'lc; 1ou neo·wvwc;).
3. Ot ntMw; nou uwOemw nQW'COL tO 1tQO'L6v (early adopters) va ei:vm bta'te-
8etr..ufvot va Ml)Qwoouv U'IJ'T)A.ij 'tLIJ.'ii Km yevtxa TJ tll'tl'JOTJ va eCvm aveA.amtxij
W<; JtQO<; TT)V 'tlf.lll.
4. H -cexvoA.oyCo. ,;ou nQo'i6V'to<; va JtQOOq:>EQEL f.lLXQll nQOO'to.oCa an6 na'tev-ctc; ii
va avtLyQcicpetat e'IJKOA.a.
106 25
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Sro ~X1WlJ"'(3An mAJ3 ;>:utn ,o U.OI.u.!l~ l.t no:u:9 ;>ooA.n Atu.o nmt1~t11. AnoX09u.x.
·531;>"{31£ Snow 53JD3ol.tl!n Smlu91o:u: S~"{lll!tn 130}cbDoo:u: nA mx ;>x11
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~X013rlrln.o 3riSnJA.(T)dl3"(lu. S~UA.1x 53J301lJ13 530319"11Anrll.to Su. 9l.t'O Snm '~UOJePOA
5~X1AlJ13og Slu. nJ301'013 ~x1omA.ne J3'(3l.Olt'O uo,reu-ed H ·S~x1mrl 3"'(lu. mx 5~x1oodl
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OQJ?1ff.j AUlD !>DJA(I)d>3'i\Il !>1}1\L\ot

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mx 9X1"'(n 3D 513tftJ3"('(3 A9AlJ81l.t mx 53JOlJX1QlJ1Q Sj!X1AroA.non:u S3XO'(:U£t'(01t 3rl
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13"(9f111.!3 lJA 00$18 3D 1lJA)3 101$1 mx 531Ajl1lJl.t 91t'O 1lJ13£t3l.lJl.D001l Slu. A9J.001t 01
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10 i\C\OAJ31001t C\Olt 513Djl80l.C().001t Su. 3r11'{;>1t 1l)'X. 3r1C\OO~A(T)cbmg ne 5)31'13
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S£tOX1l.(T)AlJAOo ~ S£tO'X.1TIO/\OX100mr1U.oX SO.Oi\jiTID100103l! 9'("{lJ 'SI.tolt9g:>o01t 1lJ'X.
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w5;>Anao3 5~x1Dng Sal.lu.9Anx1 S3"(;>A:n1no31Jn1Q113l}{}lJ1Q nA U.OlloJ3X1:u3 H ·6
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~ XE<)A.AA IO
y(a~ oev EnL'tQE1t£L 'ttl OQClO"Cl}QL01tOLl)Ol) ClV'tClf'WVLO'tLXWv £1tLX£LQll0£(J)V O"Cl}V LOLa

texvoA.oyCa. 0 xuQt&ceQO~ OUVlftLXO~ aV'taywvtO'tll~ eCvm o XQCl'tLXO~ OTE cnov
on:oCo oev emtQen:e•m o' am'll tl) cpaOl)lJ ~QaO"Cl}QLOn:oCT]Ol) O'tTJV ayoQa.
Km OL Mo e-tatQeCe~ bta8€'touv txavorrotrr:txou~ XQT]J.latOmxovo~J..t:xou~ rr6Qou~
yta 'tl']V ClVOmu~ tWV 'tl)A£1tLXOlVWVlClXWV ~LXtUWV Xat TCaQ<lUl)Aa LXOV6'tl)t£~ XaL
Ej.IJtELQLCl O'tO marketing 'tT]AertLXOLV(J)VLaXWv 'UltTJQEOLWV E!;ampaJ..G;ovta~ O'UVEQyCt~
an6 1~ IJ.lJ'tQtx€~ etmQeCe~. ~toxeuouv, OE, O"ClJIJ.EYLcnOrtO(TJOlJ 'tl)~ a.rt60o01)~ ,;wv
EltEVOEOU!!EVWV XEqJCLAaLWV (ROI).
Km m Mo E'taLQELE~ uwfkwuv cnQa'tT]yLx~ Eta6&ou YQllf'OQOu f;acpQ(O!!QtOs
(rapid skimming strategy). Et&Lx6'tEQCl, Ecp<XQ~t6t;ouv u\j!TJM 'tL~toA6yta WO'tE va
!!ltOQtaow va XQTJ!!Cl'to&ot'lloouv 'tl']V E:n:tvOuOl) :n:ou acpoQa 'tl']V avamuf;T) 't'YJs
U1t00o1J.ll<; 1tClVEAACl0LX<i, EX!!E'ta/J..e'UO!!EVE<; 'tL<; auv9~XE<; Of..LyO:JtWALO\J n:ou E1tLXQCl-
'tOUV O'tl']V ayoQ6.. H U\!Jl'JAll 'tLJ.lll :n:EQV6. 'tO J.ltlVUJ.ta EV6<; J.I.Ovabtxou xm avc&tEQOu
1tQOi6V'tO<; 1tO'U ~LVEL y6l'j'tQO O'tOV xmoxo 'tOU. IlQE1tELva Ol)J.I.ELW8EC 6-ct xm Ol Mo
EtaLQEl£<; xa't6 tT]V 1tEQL000 Clutll 1tQOE~AE:n:av !!lXQ6tEQl'] av<imuf;'YJ 'tTJS ayOQ<i<;
art6 tYJV 1tQClY~tato:n:otl)eeCoa.
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to 1tQO"l6v, va mnaxuvouv 'tl'J OtECo&uOT) O'ta tJ.t'llllata 'tllS ayoQa<; :n:ou &ev E(vm
EuaCoST)ta O"ClJV tLf.!ij xm va 1tQOE'tOL!!6.oouv ,;o €~acpo<; yta J.tastx6tEQl'J ~tECo~'UOTJ.
Kata 'ttl cp<iOl) autij, ot 1tQOW8l']·nx€~ EVEQYEtE<; xm 1:wv &'llo etaLQELv :n:eos 'tl)V
ayOQQ E(vm 1tEQLOQlOJ.tEVE~.
Kat OL Mo E'taLQELEs EO'ttasouv 't'YJV rreoo:n:a6ELQ 'tO'U£ O'tTJV avamu;lJ tOU 'tl)AE-
1tLXOLVWVLClXoU tou<; &tx'tUou xm O'tTJ ~EA.tCWOl) 'tTJ~ nm6'tl)'ta~ tl)<; EmxotvwvCa~.
~tab taxa ava:n:tUooouv OQLOJ.A.EvEs ~aOLxt~ urtl']QEOCE~ :n:QOO'tt6€J.tEVrt~ al;Ca<; nou
1tQOocp€QEL Tl texvoA.oyCa GSM.
H E!!:ltOQLXll O'tQa'tT]ytxij 'tT)<; Panafon l!ltOQECva 8EWQT]SEC tOtaC'tEQa Em"tUXl']-
!J.EVTJ Xat OJtOtE40~tcrttXij xm oUV'tOJ.l.Cl 'tl)~ ef;aocpa)..G;Et Ol)!J.ClV'ttX6 JtQO~OOLOJlCl
tvaV'tL tou aV'taywvtOJ.tOU. fitacpoQo:n:oteCtaL an6 tTJV Telestet O'ta el;'ll~ Ol)J.l.E(a:
Ill- LlTJJllOUQYEL 1tQuYtTJ 'tT]V 'UltT]QEOLa E;u:rtT]QE'tl']OYJ<; nEA.atwv, 'tl)V o:n:oCa S€t£t OE
Ecp<XQJ.toyij an6 'tlJV :JtQW'tl) 'YJJ.I.EQa EJ.l3l:OQtX~s f..EttouQyCa<; tou &tx't'IJou 'ttl~. tf;a-
ocpaA.G;OV't~ ouyxQmx6 :n:A.eovtx'tT]IJ.Cl tvaV'tt ,;ou aV'taywvLOt.LOU. H U1tTJQEOLa
A.et'tOUQyEC JlE tQ6n:o 1tQWt03tOQtax6 yL<X ta EAATJVtx6. OEOOJlEVa xm an:otEA.EC
El!ltQClX'tlJ ano&EtsTJ 'ttl£ JtQOtEQat6'tT]ta~ :n:ou &Cvet TJ etClLQE(a y1.a oA.oxA.TJQW-
tJEVT] U1tOO'tijQ~TJ 'tO\l JtEAci'tl'].
Ill- H Panafon axoA.ouSEC J.I.LO t&taC'tEQa a:n:otEAEO~tattx.'ll O'tQCl'tTJYLXij &tavollij~
xa8' un60E~l) tTJ<; !JlJ'tQLY.llS EtaLQE(a~ Vodafone. XtCl;Et to &Cxwo &tavolll)~
'ttl~ J.A.EOW Ertta EJ.1.1t0QLXWV OUVEQyCltWV IJ.E tOtJ<; OrtO(OU~ OUVU:rttE LOUJ.tqJWVLE~
a:n:oxA.ELcntx.'lls 6tavo~t'll~- Ot EJ.I.1tOQtXo( OUVEQydtE~ avaA.aJ.1~6.vm.Jv 'tl']V nwA.l)-
OTJ, u:n:oat11QtsTJ, n~toMYTJOll xm ECo:n:QasTJ twv A.oyaetaOIJ.WV twv rtEA.a'tWv.
IlQOXEttm yta tt<; etaLQELE<; Citicom, Panavox, P6.&to KoQao(bfJ<;, Telecom,
Q-Phone, Palmaphone, Viafon. H O'tQCl'tl']YtY.ij avn'j 1tEQt6QtOE 'tO n:oooO't6
108 27
Ku.KA.os- ~wris- npoiovros- xaJ orparny1xri papxt:uvyx ~
emo<p<iA.eLa~ x.aL ouv€~at..e crtlJ J.lELWOl'J 'tOU AEL'tOUQytxou •ou x6mou~. H
MvaJ.tTJ •wv noot..~oeoov toov EllJtOQtxcilv ouveQyatcilv xata~aUn ex"tetaj.t€ve~
3tQOOna8£L£~ 3tOU E3ttX£V'tQOOVOV'taL xata TO O'tOOLO au't6 O'tOU~ xatvO'tOj.tOU~
(innovators) xm 1:ou~ nQWLJ.la uw8eTO'UV'tE~ (early adopters).
Av.Lee•a, 11 Telestet ava8ttet 'tO f-Qyo 'tWV Jt(l)/..l'joeoov xm' anoxA.EW'ttx6'tTJ'ta

O'tll" E"tmQECa M obitel, TJ 03t0Ca avCX3tTUOOEL yta 'tO axo:Jt6 am6 f.va navEMaOtx6
()Cx.uo nooA.l'joewv nou aneu8Uvetm O't~ Em')(ELQl'jOEt~ xm naQ<iMlJA.a OlJ~-tLOUQ
ytC eva O(X'tUO Otavo~-tl'j~ ~-tEO(I} OUVEQyamcilv ~-t£ dealers. TrJ O't(>a'tlJYLXl'j 'tll~ aml'j
ava8EWQEL aQXE't<i ')(QOVLa aey&teQa, 'tO 1997, E')(Ovta~ ijOlJ X,OOEL CJllj.taV'ttX6
XOJ.q..l<itL 'tlJ~ ayoQa~. En(CJll~. ~-t£ aQXE'tl1 xa&uO'tEQTJOTJ bTJj..tLOUQYE( 'tlJV U3tl'JQEO(a
E~Jtl')QE'tlJOl')~ :rtEA.atcilv, to 1995.
3.4.2 Et,PQtDVlKt~ PG.PKCtlvyK cno cnalSlo tn~ avamu~n~
Ot <Yt(>a'tlJytx€~ ,.uiQXE'ttvyx. oe ~-tCa ayoea <Yto O't6.0to 'tlJS avM'tU~lJ<; OLacpoQo-

n;mouvmL av&ya ~-te 1:0 av l'J EJtL')(ELQlJOTJ eCvm ijOTJ l'JY{tTJ<; (leader) 'tlJ~ ayoQ<i~
1'j a?<.oA.ou8TJ't'l'is (follower).
3.4.2.1 EtpcnnVU<tc; nyetwv

A3t6 nA.tuQOS marketing, o ~amx6~ O'tO')(O~ 'tOU rtYE'tlJ eCvm va OLU'tlJQllOEL 'tO
f..LEQLOLO ayOQO~. Am6 Ol)l!aLVELO'tL ea 1tQE3tEL: a) va bta'tljQijOEL EJtavaA.aj..t~a
VOIA£VE~ ayOQE<; an6 tOU~ U:rt<iQ')(OV't£~ :rtEAatE~ ~) va O'UVE')(LOEL va XEQO~EL EVa
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O'tlJ" ayoQa yta nQcil'tlJ cpoQa.
H &tatl'jQlJOll tou I!~QtOCou ayoQ<i<; f..L3tOQE( va J.Lll cpaCvetat tva~ lOtaL'teQa £m-
8e'ttx6s O'tO')(O<;, xa8cils oeCx;vEL 6ttl] rntx.eCQTJOT] a:rtAW<; 1tQOO:rta8eC va OtQ'trJQijOEL
naea
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Stl!J.6~-tam£ &Uo n:eayJ.LaTa: a) l1 ouvaJ.Ltxij 'tlJ ~ ayoea~, nov n£QLA.allf3avet eva
au!;av6J.LEVO UQL8J.LO avtayWVLO'tWV, 'tl]V XaTU'tj.tl'JOT] 'tl')<; ayoQa~ 0£ 'tllll!la'ta XaL
'tlJV MEtA.ij JtQo'LOV'ttXWV XaLVOtOf.lLWV an6 EJtL')(EtQijOEl<; EV'tO~ XaL EX'tO<; X.A<iOOU,
0'UOXOAEUEL 'tlJ Otatl'jQl)<JT) 'tTJS 3tQWt01tOQ(a~ O')(EtLi<.O j..lE tO ~U~(>(OLO 't'l]S ayoeas.
~) lJYE'tTJS j.tltOQEC va &t.aTYJQijoet 'tl'JV vnaexouoa 8€0TJ <mJV ayoea ~t6vo 6'tav m
Jt(l)A'llOEL~ O'UVE)(.~OUV va au~<iVOV'taL OE :rtOOOO'ta 'tO'UA<i')(LO'tOV Coa ~LE ama :rtOU
avCX3tTUOOE'taL lJ OUVOALXij ayoga.
A3t6 'tl'J ~aOTJ &eoo~voov P.I.M.S. ( €va I!Ey<it..o E3tLO'tlJj..lOVtx6 project 'tOU Har-
vard Business School nov cpt(>EL 1:ov tCtA.o Profit I mpact of Marketing Strategy
-Buzell & Gale, 1987) 3tQOEXU\IJ€ OtL eva !l£YOAO 3tOOOO't6 't(l)V llYE'tWV aV'ttj..l£'t(l}1tC-
1;ouv j.tE((l)Ol) 'tOU J.LEQLOLO'U ayogac; 'tOuc;. MaA.tO'ta, 'tO 45% 't(I}V TJYE'tWV n;ou exouv
I!EQCOw ayoQ<is j.tEyaA.trtEQO •ou 50% xavouv !!EQCOw ayoQ<i~.
28 109
KE~Al\AIO
H EnL:X.ECellOTJ !J1tOQEC va axoA.ouS*m 1.ua noLxtA.Ca OQOO't'llQL<mltoov J.A.UQXE'tL'V)"',(

nov 'I'J ~Lt8v1)~ ~L(3ALO"(QacpCa E:X.EL oeQ;et 6n OQJ.A.6~ovv O'tllV nQomtaStta LTJ~ va
~LOnJQl}OEL LTJV 'I'J'(E'ttx'll 'tl']~ 8EOTJ. OL OQOO't'I'JQL6t'r]tt£ am£~ J.L7tOQE( va OJ.l.O~cmm
,eow ot n£vtt &tacpoQEtLx£~ O'tQOLTJYLXE£ nou oYJYE'tlJ£ 'tTl~ ayoQa~ !AJtOQEi: va
XQlJOL!.I.OJtOLijOEL !!EJ.A.OVWJ.A.EVO Tj ot Ol.lv&uaoJ,A.6 yLa va OLO'tT]Qi]OEL 't'I')V lJYE'tLXlj 'tO'U
StOll (Kotler & Singh, 1981) (oxl]JJ.a 3.2).
E:.raipa 3.2
Erparnyuc{:~ nyerwv tTPATHnKR llAAilOKOllH'Wl: ti JlAEYl'IKH I;I'PATflilKB
IIPOAHimKH-IIPOAH'l'H me.ANHI Elll9D:HITOY ANTAI'QNIIMOY
oe avannroo6peve~ ANTIAPAETIKH- AN'£14PA!H l:THNEIU9EJ:H TOY ANT.AroNIIMOY
ayopt~
tTPATHI'IXH THI:
KATAMETOUO I:TPAntflKH
.ANIDIAPA9EI:HI: I:YPPJKNOtlre
• .ANTl.bPAlJ.I ITHN nti:ArOP~
EID9D:HTOY 'H
ANTAJ'QNJIMOY l:TPA1lii'IKH
• DPO.fili\IIH meAN'!IE
El1I9D:Hl:TOY AIIOXSlPID:ID:
ANTAmNll:MOY
~Al'HI1KII
EIIEIO'Alall:
THI: AfOPA't
'H
«KINH'Ill»
l:TPATHI"lKH
O'IY'f: Kotler&: Singh (1981)
llLO <J'UYXEXQLJ.A.EVO, OL O'tQ<l'tl']'(L'XE£ aut£<; ELVOL m t;l}s:

1. H ~'~Q«'~tJ'YLxl] YtteQa<JtttOt)~ 'ttJ~ 0tot)~ 1] Knotf.1«'to~ Tea.xrov 1\p.uva~
(Fortress or Position Defense Strategy). 0 O't6:x,o~ autl}~ UJ~ O'tQO'tYJYlXl}~, ELVOL
lJ au;l)OTJ 'tf)~ LXOVOttOL'l')Olj~ 1:'r]~ 7tLO't6't'YJta~ ~OL tOOV £11:(1Vet.A.ctJ.A.~aV6J,A.£VOOV ayOQ<iW
Wt6 'tO'U£ 'U1tUQXOV'tE£ 1tEMl'tE£, X't~OV'tOS navw O'tl£ O'UV01:6t'r]tE~ 't'TJS £3tLXECQ'l')OTJS·
ULOYJ£, €vac; aUoc; m6:x,os ELVOL va 1tQOOEYYLOO'UV OutoU~ 1t0U 0£V E/(O'UV tno6£-rrl-
OEL ax6J.A.YJ 'tO nQo·wv, 1tQOOcpEQOV'tO£ ta COLO :X.aQOX'tYJQL<TtLxU tau rtQ<it6vto~ xat -ca
(OLO MEOVEX~J.l.Cl'tO n:ou 1tQOOcp£Q£ if autOU~ 1t0'U 'Ul08ELT]Oav V(l)Q(~ 'tO 1tQOt6v.
llO 29
KuK}.o~ s .ric; 11poi6vroc; KaJ orparnyiK.ri papKtuvyx
c.~
H O'tQCtL1JYL'X.ll a'IJ'tll eCvm W'OO"tEAEOJ.lCt'tL'X.ll 6"&av:

a) H ayoQa eCvm <J'XE"ttxa ol-(oLOyev~~ ('UnOQXOV"t£~ WL OWYJttwC neMt£~ exouv
naQO).lOL£~ avayx.t<; Xat £1tL8'U).l(£<;).
~) H En:tXELQ'YJO'rJ &ta8ttEL "U"\jllJAll avayvWQLOLJ..lOL1J•a ?tat 1tQO'tLf-l'YJOlJ f-LE-ca!;u "U1taQ-

x6V"trov 'X.UL OOV'YJ'tLXWV m:A.atwv.
y) H E1tLXELQ'YJOlJ 0La8€tEL owat6L1J-ce~ WL 1t6gou~ 0£ AEL"tOUQYLE~ 1t0'\J ELVaL 'X.Ql-
OLJ.lE~ yLa L1J OlJ).lLOUQYLa avayvWQLOLJ.l6t'Y]tac;, 1CQOtLf-lllOEWV 'X.aL txavonoCl]Ol]~
(R&D, Marketing, Customer Setvice).
o) Ot av-cayWVLO'tE<; OEV Ota8€-tow -ca naQMOVW.
~£ OJ.lOLQYEVELs ayOQES OnOU 0 avtayWVLOJ.l~ ELVaL CtOOVat~ XUL XUW.?tEQJ.la"tL-

Oj.lEvO~, J.lla OCO<Jt'l'j Eqxx{>J.lOYll L1J~ OtQatl]YLX.~<; a'U'tJl~ ElVaL OtL n:gayj.la"tl MaL"t£LtaL
y ta L11 &ta~QTJO'r] tou ).l£QtOCou ayogac;.
O"ttfl~n:O't£ J.1.3t0Q£l va 'X.OVEL j.lta En:tXE(Ql']Ol] yta va ~EAtLWOEL "tl']V t'X.aV01tOLl']Ol]
twv ntA.a-cwv xm "CTJ mcr-c6tl']ta 'tOUS xm y ta va tv8aQQUvEL xm va anA.onot'llatt
e1CaVaAaJ.l~avoJ.lEVES ayOQES J.1.3t0QEL va ~OlJSllOEL O"CT)V 3tQOO'taoCa L1JS U1tOQXOU-
oac; 1tEAa"t£La'X.rlS {3001]<; Xat O"CT)V 1tQOOtAXUOl] VtWV 3t£Aa'tWV. !:'tO TICvaxa 3.1
xagouoL~O'UJ.lE 'tt<; 'tax:nx£~ n:ou 1tQO'ttCvouv OL Walker, Boyd & Larreche (1999)
y ta "CT)V £1tLt£'\J~ amwv 'tWV O'tOXWV.
IIfvaKaf: 3. 1
lhauipnan/jkAtiwan me; u(avonainonc; l(W mat6tnta~ Ooyalty)
Ta.Krnd:c;; papKE:TivyK ara
..,. A~ nan upoaoxnc; Olav notonx6 tAeyxo 6nc.>t; au~avet n uapayc.>yt\ nAruma m~ arparny11aic;;
------------------------------------------------------------ unepda.rnanc;;rnc;;8tonc;;
... l:11Vexnt; npoan6.9oa l.lelotpomic; KOl ~E:Adwanc; T0\1 npo16VToc; VJO va au~n9oUv ta iW:oVE:Krft- nKTJofparwv TE:lXWV
p.ata npoc; tov neMm f1/Kw va p.eu.>EJoiN ta K6atn. 6pwac;; rotT nytrn rnc;;
--- -- ------------------------------------------------------- ayopac;;
..,. Et6xeuan ~loiJlnlllant; mnv naprudvnon E:IIlAE:Ktucnc; 91monc;, t0Vlop.6c; toov avwu:poov xapa-
Kmplat.oobv xw nAtavacmpatoov tou npo16vto~. um:v9U}IlotlXIl Btatpnlllan•
..,. AU~non me; e~\IJII\J)Cmanc; tc..w 1111apx6VTWV .Aoyaplaapwv an6 tou~ nc&.ntec;, e~traan 6nllloup-
yia~ nc.lAntWV E:Om:cbv np.eyQAwv AOyaptaapwv YJQ tOUt; onp.aVT1K6tE:,POUt; ne.Acirec;, E:~traan
QVTIKat6.oraanc; twv ave~6.ptmwv OVTm_pooc.1,nwv lJ.E: nc&.nttc; me; emxdpnon~.
..,. Entxtaan twv l5uvatotntoov uapoxnc; uunpemcbv 11e16 tn nchl.nan, avc1mu~n n entxtaon tnt;
OUvapnt; tWV DCallntcbv tn~ E:IDidpnant; n av6mu~n eKnCJi6eutlKWv D,POV,PQ}l),lcltOOV VlQ T0\1~
1111aAAMouc; tc..w ~havopi:(J)V x01 dealers nov aoxoAoUvtOl }le: rnv e~unnptman tou neAOtn,
f:IIbctaon ano9ep6.toov avtaMc1xtu<cbv, e~traon 6n111oupyfuc; trW;~~ ypappns 6.p.eonc;
E:~\IJII\pCmon~ lOU ncl6tn.
30 111
~ K:E~A.li.AIO
~~--~·-
Enlappuvon 'K41 cmAonoinon EDavaAap.lkwopcvwv ayop~~ • _
~ Eni:Ktaan rn«; 6uvQ}llK6tmac; napavwvnc; np1v mv au~nan m«; ~nman«; Vla mv anoq>uyt\ e~a
vr.Ananc; twv ano9epatwv.
~ Bf:Atiwan TOU cltyxou t (I)V ano6&pclt(I)V KQI TWV OUatnjlQT(I)V E:qJO~IQCJtual~ aAuafoo~ (logistics)
yta lldwan t(I)V xp<Svwv napMoon«;.
~ I:uvexec; Krlmllo KavaA16lv lilavop.t\c;, xpnOljlonofnan ncptoo~v npow9nnxwv EVCP'{E:!Wv npoc;

to 6ilcruo VlO e~aa<p(Wan mo &Ktetaptvn«; Al.ClVU<l\«; x6A\nvn«; KQI napoua!a«; cno ,PClcp1, evlluv6-
lllalan t(I)V cxeoewv ),1£ tOU«; mo 6uvatouljonpavt1KOU«; lilOVOlletc;/dealers.
~ E~ttaan avamu~nc; autollatonom~wv ouam11atwv enavayo,PClc; VIO roue; llcv<llou«; nelate«;.
)II. E~ttaan avamu~n«; OUllJlQXIWV oe &nine& c~~taotucnc; aluo!oo«; (logistics) pe peycllouc;

ne:Aat&«;
2. H E-tQa't1fYtxt} ID.aywxon1}01JS 1j ID.EUQtx t} E1Qa11}'Ytx1} (Flanker Strategy).

MLa a&uvaJt(a 'tTl£ ~•Qa'tT]yLxljc; «YJt£QaOmO'l'); 'tT]£ E>Eol)£» eCvm 6,;L o av,;ayw-
VLOJ.t6~ J.t~OQEL va ~EJtEQaOEL 'tO «qJQOUQLO» XaL va JtQOOJta81lO£L va xata/...a~E L
neewx116n:ou o llYETI'J~ ~Ev eCvm L<JXUQ6~. Am6 an:atef..eC J.l.La !J.EyaA.l] mtELA.lj6tav
l] ayOQa £(VaL XU'taXEQ!!a'tLOJ.tEVl'] OE J!Eya/...a 'tJ.l'l'jJ.La'ta !LE &taqJOQEi:LXE£ avayXE£
XaL 1tQOtLj.t'l'jOELS xm 'tO ol1J.ta (brand) 'tO'U llYE'tl'J OEV LXaVOru)L£( 'CL~ ava"fXE£ EVO£
'l'jJtEQLOOO'tEQWV tJ.tl')!!<i'tWV.
'Eva~ aV'ta"fWVt<J'ti)~ !J.E Jt6QOU~ XaL 0Wcrt6-tTrtE~ !J.1tOQE( va <lVCIJttU~EL tva
Ota<p<>QOltOLJ]J.ttVo <<3tQO'i.Ovttx6 n:ax.tto» yla va n:eooe/...xuOEL 't!J.tl!J.O 6nou o l]Y{'tl']£
ECvm a&uva!J.O£ xat {,;<JL va neruxet f:va O'l')!lavttx6 IL£QLOLO 'tl'J£ ouvoA.tx1ls ayoQ<is.
fLa 't'TJV aV'tt!J.E'tCll1tLOYJ atm1c; 'tl'J£ xmaataO'l')~, o llYE't'TJ£ ~QEC va avOJtt'll!;et tva
oem£QO o1l!!a (flanker-fighting brand) yta va aV'tLIJ.E'twnCou ciJ.tEO<X to «naxtw»
1:0u avtaywvLO't'T]. Am6 !J.1tOQEC va O'l')l!OLVEL e('tE 'tl'JV av6m'u~l'] 1tQO'l6vtwv Ulj!l)M't£-
Ql'J~ n:oL6tl')ta; ylCl Cl1taL'tl')ttx£s ayoQES (Trading Up), e('tE 'tl'JV av<iJmJ~l'J n:eoL6vtwv
XOIJ.l)WtEQl'J£ nm6U]tas yLa n£QL006t£QO «OLXOVOIJ.LXES» ayoQES (Trading Down).
~uvl]8w£ EXOUJ.LE Trading Down xaec.Oc; 0 l'JYEtl)S ava1tt'UOOEL {va; xa~-tl')A6tEQl'J£
JtOLO'tl'J'tOS ngo'L6v ylCl va ngooe/..xuon 'tiJ.llJ.ta'Ul euaCoOrt,;a O'tl'JV tLfAl'j (Low Price)
xm t'tm va n:eomat euoet. ,;o ~a.otx6 ol]l!a (brand) <l1t6 <i!!EOO 'ttJ.tOAoyt.ax6 avta.-
"fWVL0!!6. 'Eva EVOlClqJEQOV naea~ELYIJ.a Cl1tO'tEAEl ll MERCEDES IJ.e 'tl'JV ElOaywyl]
O'tl'JV ayoea tou !J-OvtO..ou A CLASS.
M ta 'tE'tOLa O'tQatl")YLY.tl XQl]Ol!J-OltOt.EL'taL navta 0£ ouvouaOIJ.O IJ.E 'tl'JV 1tQOYJ-
'Y0U!!EVl] O'tQO'tl'JYLXtl XaL J,tJtOQEL va EtVaL eLtE JtQOAl")1t'tLXtl (proactive-ltQ6Al]'\jJl")
m8avl]s mC8£0l')S 'tO'U aV'tO"fWVLO!!oU), EL'tE av,;t.ogacmxlj (reactive-avt(OQOO'l') O'tl'JV
m£8£0'l') 'tO'U aV'tay(J)VLO'tl'j). 0 YJY€-trJc; l<JX\JQ01tOLEL 'tO ~amx6 'tO'U oll!J.O, 1taQWT\Aa
!J.E tTl" Et.Oaywyl) tO\J flanker 'l'j fighting brand O'ta 't!J.ll!Lata 6rtO'U 'tO ~aOLXO 'tO'U
otl~-ta £(VaL E'UaAoYCO.
112 31
KrfKAo~ ~wri~ npoi'6vro~ xa1 orparny1xri papxcnvyx ~
'Eva xaM naQUOELYJ.I.a avnOQaO'tLXtl£ 1tAe\JQLXtl£ O'tQa'tT]ytx.t1c; an:O'tEAEL TJ

O'fQCftllYLXtl 'tl]c; Chipita O't'TJV ayoea t(J.)V xeouaoav. 'Exovtac; TJY£ttx.t1 8€ol")I-'E
-ta at111ata Molto xm 7 Days o' eva «anm'tl]-ttx.o-premium» tJ.A.tll-'a 'tl]c; ayoeac;
Mx.8l")xt tnC8EOTJ ano U]V Bingo o' eva «mXOVOj.4LXO» "tj.l.th.ta 'tl]c; ayoQac; j.I.E tO
neo·cov Champion. na va avtLj.I.EtwnCoeL tov avtay(J.)VLOIJ.O tou Champi on cno
«OLXOVOJ.I.lxO» "tJ.I.tlj.I.CL 'tl]C) ayOQU£ tLOt1yayt O't'TJV ayOQU OUO atlj.I.CLta yL' am6 tO
O'U"(XEXQlJ.I.EVO tf.LtlJ.La 'tl]c; ayOQdc;, ,;o RECOR XCLL to PLATOON.
3. H !:"tQU'tTJ'}"Xq 'ITJ~ Ka'ta Minurov Av'lut«Qc19t01)~ (Confrontation Strat-

egy). 0 TJ)'E'tl]c; avtLf.LEtWnel;EL t~c; avtayWVLO'tLXEC) 7tQOOq>OQEc; ~EA'tLWVOvtac; 'tO
nQoi:6v, aul;avovtac; 'tLc; nQow8l")ttx.£c; nQoon:a8£Ltc; 'tl xaf.LTJf..Wvovtac; 'tLC) -ct~c;.
B£~aLCL, TJ anf..rj avtLJ.A.E'tW:n:LO'l'J tou ~EA'tl.W!-'tvou neoi:ovtOc; ij twv xaJ.I.rJf..oov 'tLj.LOOv
tou avtaywvtcnrj Ot ~OTJ8d O't'TJV tnavtyxa8COQUOTJ -cou 0La'tTJQtlOLj.40tJ av-cayw-
VLO'tLX.Ou nl..tovtx.trjJ.I.atoc; tou TJYE'tTJ. Mat..Lcna, TJ avttJtCLQa8tOTJ nou ~aoel;e,;m
O'tl£ xaJ.LTJAtc; 'tLJ.I.EC) OOT]ytC OE 7tEQCLL'tEQW 7tQO~Atlf.LCL'ta J.I.ELWO'l')c; 't(l)V :7tEQl8WQLroV
x£eoouc; 6A.wv twv Ej.l.nAEXO!J.EVrov.
Eav m J.I.ElWJ.tEvec; tlJ.ttc; obrJyoW oe auSl'JOTJ 'tTJ<; ~tl'tTJO'llS XCLL to x.60'toc; naea-
yroyrjc; 'tO\J TJY€tTJ j.4ELWVEtCLL j.4E 'tTJV CL'IJSTJO'TJ 'tWV nwl..'tlotrov, t6'tt o TJYE'tTJC) j.l.nOQE(
va avtLj.4EtW7tLOEL 'tlC) CLnElAEC) x.al-'t]f..WV 'tLJ.I.WV J.I.E au!;aVOJ.tEVEC) 1tQOW8'Y]'tLXE<; 7tQO-
on<i8ELE<; 'rl nQO'LOvtlXE£ ~EA:noom:tc; evoo naQ<lUTJI..a nQoanaeec va [)La'tTJe'rlm:l
ta ntQL8WQLa x£Q[)ouc;.
fEVLXU 0 TJYE"t'I'JC) j.l.nOQEL va tnavax't'tlotL tO avtayrovLO'tLXO tO\J :7tAeOVEX't'TJJ.ta

:nou EXEL unocntC xa:nma ~TJ~tCa an:6 tL<; J.I.EtWmx€c; tm8€otL<; tou avtayrovtou1 J.tE
tnL:1t(l008£'tE<; E1tEVOUOELC):
a) rta 'tTJ ~Ef..tCroO'l') 'tWV MQaywyLXWV Otabtx.aou:Ov J.LE ax.oo6 'tTJ J.I.ECroO'l') 1:0\J xaro
J.lOVaOa x.6cnouc;. .
~) fta "tlj ~EA.tLroO'l') 'tl]c; nOLOtTjtac; tou 1tQO.L6vtOc; tl "t'r]C) ESumJQE'tTJO'l')C) trov :ntA.a-
'tOOV.
y) fLa "tl]V av<inw!;TJ 1tQO.L6vtrov «EnOJ.tEVTJc; yeve<ic;» E'tOL WO'tE ot neMtec; va
na(Qvouv J.LEyal..mEQTJ a!;Ca yLa ta XQtlJ!CLtCL nou OLCL8€touv.
Aut6 OTJI-'aCvu 6tL TJ O'tQCLtTJyLx"ll am'tl eCvm xa-caA.A.TJATJ 6'tav TJ emxtCQ'TJOTJ

EXEL ·wuc; n6Qouc; va avam'U!;tL XCLL va unOO'tTJQLl;u Mo 11 7tEQL006'ttQtc; YQCLJ.I.J.I.ES
1tQO.LQV't(J.)V.
4. H I:-rQa'tTJ'YlXq Enix'faot)~ tf)~ A"(OQO~ 1] «KtVf)'tq» I:-rQa'tf)"(ncq (Market

Expansion or Mobile Strategy). H O'tQa'tTJ'YLXtl atJt'tl CLnO'ttA.tC !-'La 1tEQL006"tEQO
E1tL8E'tLX"ll J.I.OQcp"ll 'tl]C) O'tQCL"tTJYLXtlC) 1tAC1)'LOX01tTJOTJC) (flanker strategy). 0 TJYE'tTJC)
7tQOO'tCL'tEU€L tO OXE'tLXO !J.EQ L~IlO ayOQ<ic; tO\J XCL"tCLAaJ.L~UVavtac; LOXUQtl 8 ~0'1') OE
OLCL<pOQEttx.<l tJ.A.'tlllata t'r)c; ayoQ<lc;.
32 113
~ KE~A.I\AIO
0 crt(}xo~ avt1'j~ 't'l'}~ O'tQ<l'tll"(L'X.lJ~ tCvm 11 <<')(.(l'taA111PTJ» tv6~ !J.E"(<iJ..o'U IJ.EQLEJ(ou
VEWV OJ.UlOmV TtEAa'tOOv :JtO'U !lltOQEL va 3tQO't4loW %6-tL ~Laq>OQE'tt%6 OJt6 am6 3t0'U
aQ:X:L'X.U :nQOOE(])EQE 'TJ tmXELQTJOl'J.
H O'tQa't'l'}"(L'X.lJ a'U'tl] aQJ.I.O~tL 1t£Qtoo6tEQO oe 'X.ataXEQJ.la'tLOJ.I.EVES ayoQ€~ 'X.aL
J.I.E 't'l'}V 3tQO'ii:n:66EO'T] O'tt o TJYE't'TJ~ EXEL 'tO'U~ :n:6QO'U~ va avaM~EL :n:oUanM €pya
(projects) av6mu!;'TJS v€wv :n:Qo·t:6v,;wv -xat va O:X:E~taOEL :n:oA.AcmM~ crtQa't'TJYtXES
J.I.UQXEtLvy'X. :1tO'U J.1.:1t0QEL va :7t€QtAaJ.l~UVO'UV:
..,. Av6mu~TJ :n:oUrov erct'X.taoewv 't'll~ YQaiLJ.llJS :n:Qoi6v,;os l] tJ.aQ?«..v O'tOXEUtJ.E-
vrov 1tQOS 'tL~ aVU"('X.E~ ~La{])OQWV ~UVTJ'tL'X.OOV 'ttJ.'TJJ.lfurov E<JXlQJ.lO')'OOV l] ax6tJ.a
ytW"(Qa{])L'X.WV 'tJ.I.T]J.lU'tWV O'tl]V ayOQa.
..,. KtCOLJ.I.O tJ.Ova~txwv xavaA.trov otavotJ.l]<; ym 't'l'}V mo anmeA£OtJ.a•t'X.l] 1tQoo£y-
ytO'T] <nry'>'E'XQLJ.I.EVWV 'tJ.l'TJI..lO'trov ~'UVTJ'tL'XWV 3t€AaWv.
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O'tTJV nJ.l'Tj. Kmoe!MvEt 6j.Lw~ va OtaTYJQ'Tjaet -ro n:eo~<iOLO'!-l<i 't'l~ O'TTJV ayoea a'lJ't11,
yLa ,.UXQO xeov~x6 Olcl<J't'l'jj.LU acpou, Qrt(l)~ tlOTJ avacp€Qaj.LE, 'tO Panafon a Ia carte
OJtOOEI.XvUE"taL avtayWVlO"ttX6tEQO.
AV'ttf..aj.L~avetm !-4£ ax,ettx'Tj xa8-uO"tEQYJOT) 1:0 cr<pliAJ.la 'tl];; an:oxA.EtO"ttx'Tj~ bta-
YOJ.ltl£, crn:aet 'tT)v an:oxA£L<Jttx'l1 aweQYaa(a j.L£ "tTJV Mobitel xat JtQOXWQA.eLa wu ~aatxou 't'l~ bLUvO!!Ea
"t'l'J~ Mobitel, OlJflLOUQy£( ~LLU WtO'X.'tTJ"t'l1 aA.ua(oa xa'taO'tl')fllitwv. 1:uyxeovw;; ava-
m-uaaet to oCx-ruo Ol<lVO!-lll~ yta ta 1tQOL6V'ta xaQ"toxtVT)"ttl~ "t'l')A£cpwvCas, J.L.£ O"t<5xo
:tr)V E~aO'cpaALOlJ EX"tEVOU£ rtaQOUO'ta~, O'Uj.11t€QLAafll3avoV"ta~ OlJj.LEta nWAT)O'l'J~ 6n:w~
"ta rtEQCm:£Qa, ta cpw'tOyQacptxd 'X.ataO"t~fla"ta Kodak xm "ta A T M 't'J£ E6vtxl'j~
Teanel;a;; (nA.evet~Tj aT(!aTtJYtXtJJ.
En:COTJ~, 6n:w£ xm l] Panafon, un:o"ttflli aextxa 'tlJ &uva!!LXll "tTJ~ Cosmote xm
-x.aeumeeeC va aV'tLOQiiaet O"tL~ tLflOA.oytax€;; m£as~ 'tl'J£ teA.emaCa~. L't'J auv€-
XEla, flELOOVEL OUO qJOQE£ "ta "tLflOAOyta <J£ JtEQLoOO 7 ~L"l'}VWv yLa va UvtLflE"tWrtLaEL
·~ XUfLl]M;; "tLJ.lE~ 't'l£ Cosmote (mi9t011 xa-rti p.i"r(l):Jro). T£/..o;; «avtL'YQii<pEL>> 6n:w~
xm l] Panafon 1:a n:eoyQ<ij.Lfla'ta mm6t1Jta;; 't'l~ Cosmote.
122 41
Ku.KJ\o~ ~wzi~ rrpoi'6vro~ KG! orparny1Kzi papKcnvyK ~
£rparn}'IKt~ C'osmote
H Cosmote !;extva 'tTJV EJl.JtOQLXll "tlJ~ AEL"COtJQyta aJt6 <lQXE"ta OtJOJ.l.EVll 8£0l).
To 'tTJAEmxowu>vtax6 'tTJ~ OtX't'UO 0La9£"tet u~haC'tEQa 3tEQLOQLO!-LtvTJ yeu>yQaqnx~
xaA.vlVfJ xm m oCx't'\Jo Otavollli~ 'tTJ~ WtO"Cei-EC•m an6 ,;a Ell3tOQLXO xa"Ca~llma
totJ OTE, 1:a oooCa OEV EQ>OQil~OtJv 1:0 u>Q<lQw M:novQyCa~ UJ~ ayoQ<i~ xm txOtJv
0111lOO~OimaAATIALXtl VOO'tQOJtCa.
ME at6xo "ClJ btex.OCx'I'JOYJ 8£011~ O"CfJV ayoQa xm ,;o )CtLot.llo !LEQtOCOtJ, 11 emtQE(a
~OX<.OQOEL at~ ax6A.ou9E~ O"CQ<l"ClJYLXE~ XLvllOE~:
Ka"CaQxa~, 11 XQllOlJ 'tlJ~ 1exvoA.oyC~ DCS1800 yt.a w "CYJAEmxowrovtax6 'tTJ ~

oCx't\Jo tJJtOOllAWVEL'tl'IV e<paQiloyt1 OT(!arrJytxtf~ tmt(!m{CJ1]01]~. aqx:n) TJ ,;qvo/-oyCa
amli bta9£-r£t tva llOvabtx6 OtJyXQL"Ct.x6 nA.wvtx'tlllla €vavu totJ GSM 900, Jtou
XQTJOLJl.OJtOtouv Ol Mo EtatQECE~ ,;ov aV"CayrovLO!-LOU, o£ 6,tL a<poQa 'tTJV JtOt6tr)"Ca
totJ oli!Lato~, 'tTJ OtO't<lSll xm 'tTJ X<.OQTJ"CLXO"CTJ"C<l tOtJ Otx'tUou.
IIaQOM'I'JAa, oCvet :7tQO"CEQat61:ll't<l O't'I'JV av<imuS, UJ~ 'tTJAEmxowrovtaxt1<; uno-
Bo!LTi<; llE at6x.o UJV Jtavel.l..al>txt1 xal.:u\jn]. LXEttx6. YQtlYOQa xm :rtaQO. tt<; <lQXLXE<;
xa9tJO'tEQllOE~, £yxa9LO't0 tva trJAE1tLXOLV<.OVL<lXO O(X~UO :7tO'U :7tClQEXEL LX<lV0:7tOL-
'I'J"CLXll nA.,evolltx'll xm yeroyQa<ptxl'j x&'U'IjJYJ, vno~o,ewV"Ca~ ttot "Ct~ :JtQoo:rt6.9eu;~
UJ~ yta EOQaCroo, OU]V ayoQO. trJ<; XLVTJ~~ 't1ll.£<prov(a<;.
Ot MQan<ivro xtv'llo£~ ouvb'Ua~avtm xm Ill': llta OTQa'rtfYoof ent0e01]~ ~ani )lfrOJ-

a<pou 11 Cosmote :JtQOo<ptQEt aoxeta xaJl.TJAOtEQE~ 'tL!Lt~ M6 tov avt<lyu>vLOJl.6.
1'{()
Ta 'tti-LOA.oytaxa UJ<; :rtQOYQ<i!Lila'ta ECvm aJtA.a xm xa•avoT]"C<i. H tl.lloA.oyl.Clx~ UJ<;

otQaU]ytxt1 ECvm LOtaCteoa Em-rux1111€vr]. Kcrta •o :JtQW-ro £-r~ nQOoEA.xuel v£ou<;
:7tEMltE~ X\JQ~ f.l~ UQYWv anoOEK"tWV (late adopters) :7tO'U ELVaL lOLaL"CEQU E'U<lL-
<J6rrtot O"Cl)V 'tL!Lll· ~'tTJ OWtXEL<l XEQO~EL :JtEAO'tE~ MO 'tOV avtayu>vLOilO, 0 OJtOW<;
avayxa~Et<lL va axoA.ou8TjoEL m v£a OEOo!LEva :7tOU ettet l] Cosmote O'tl'IV ayOQO.
danava A.ty6t£Qa an6 -cov aV"Cayoovt.oll6 yta OL<lcprjllLOlJ, :rtQOW9YJOYJ xm e:rtt-
ootl'joet<; O'UOXE'UWV, yta va (lV"CLO't<l8j..lLOEl 'tl]V Q3tWAel(l O't(l €ooo6. "tf}<; Myoo 't(J)V
llElOOJ..lEVu>v 'tLilOAoyCoov nou E<p<lQilO~EL x.m va :rtEQLOQtOEL -co x.6ato~. Ta :rtEQLOQL-
Oiltva xovMA.ta Ota<plJilLO'tLXtl<; o<l:7tdvl]~ oev 'tTJ~ emtQE:JtOW va emxmvoovt1oet
a:7tatEAEOf.lattxa 't1J yeooyQa<ptxl'j av6mu!;11 x.at 'ta :rtA.eovex"ttl!L<lta tou yeooyQa<ptxou
"tf}<; OLX.WOtJ x<ivOV"CU~ Of}j..laV"CLXOU<; :rtEA&t:E<;.
AV"CC8ua, oanava Ol]llaV"CLXoU<; 3t0QO'U~ yta "tTJV <lVWt"C'USTJ "CO'U OLXWO'U OLavo-
!LTi£· Evwxuu ouvexw~ 'tO OLX't\JO OL<lVOJA.tl£ JA.E VEOU<; E!L:7t0QLXOU<; O'UVEQyO.te<; WL
Ofll.tLOUQY£( 'tiJ.~J.la altE'U8ECa~ nwf..:r)m:wv yLa to'U~ IJ.EYUAOU~ EJ.UtOQ~XOU~ 1t£Mt£~.
E:ex.tva "Cl] O'tOOL<lX~ ELOayooyt1 'U:7tlJQEOLWv :7tQOotL8EJ.1EV11~ a!;(a~ X<lL O'tO "CEAo<; tO'U
1997 A.avo<iQEL 'tTJV Cosmocarta. A'lltE<; OL XL~OEL~ EvtaoooV"CaL O'tl'IV nJ.tve•~'lf
OT(!aTtf}'txtj :7t0'U 'UL08E"tE( l] E"t<lLQE(a.
~'UVEX~EL "CY)V ~aTa }lfr())!rQ ent9e01] X.<ll ·ta:Jt08E'tOU!LEVll evavt(ov ~ JtQOO<poQO~
"COU ClV"C<lYOOVlOj..loU JA.ELWvEL 3tEQ<lb1:EQOO "ta tLJA.OMyto (1999) E<paQilO~Ovta~ tva
XatVO"C6Jl.O :7tAaVO 1:LI!OAOY110lJ£ (XAl!L<lXoottl XQEWOYJ).
42 123
K E ~Al\AI O
Me at6xo 'tTJ otml]QTJOTJ wv neA.crtwv xat 'tTJ ~t£Lo.>or) -coov 01tOO'UVOEoewv o

ye( 1tQW'tT) €va1tQ6yQ<lll\!<l Em,f3Q6~E'UOlJ~ 'tT)£ EJ.UtlO'tOO'IJvrj~ 1tQOO<PEQOvt~ e
O"tO !!TJV~a(o :n:<iyLO O"tO'U~ 0'\JVOQO!!T)'tE~ :n:O'U 1\UQCt!!EvOUV O"tO 06m.JO 1tEQLO
CtJt6 eva xQ6vo. H 1tOM:tLX~ a'U't'!l Ct'VtLYQ6.q:>E1:CtL aWtO!!Ct Ct1t01:0V av-caywvL
~to t€/~.o£ Ul£ 1tEQt66ou o.u~~, 'YJ OLQCtL'YJYLX~ Ul ~ Cosmote anoow·
tOto.Cn:Qo. anoteA.EO~!<lttxl'j . H Telestet xm oe !!LXQOt EQO Pa0~-t6 'YJ PanafOJ
OTJI!Etrooet OTJ~-tav-ctxes; am.OA.etes; o-ca ~!EQCot6. t ous neos 6c:peA.os 'tT)~ Cosr.
Panafon Ota'tT)QEL L'T]V 'YJYE'tLXtl 9€0Tf exovtas; I!EQLOLO ayoQ6.s; 43%. H Telest
OEVtEQT] IJ.E IJ.EQLOLO 30% ?tm 'YJ Cosmote 1:QLU11J.E 27%.
3.4.3 EtpatnVJ.Ki:~ papxenvyx cno cnaBIO tn~ wplp6tnta~
'Otav ~!Ca emxe(Q'YJOTJ nou OQOOtTJQtonmeCtm oe ~!La WQLIJ.'YJ ayoQ<l xa'tEXEt 'tT]
8€01] tou 'YJYE'tTJ Sa n:Q€net va emotwx.et 'tT] Otatl'jQ'YJO'I'l xm :rtQOO'taoCa t ou llEQLO(ou
ayOQ6.£ 'tT]£. ~'tflV 1tEQLntWOT] a~, OL O'tQO'tT]YLXE£ 1:1.£ 01t0LE~ 1!1t0QE( va CtXOAO'U-
9tlOEL O'U1!3tLntO'UV IJ.E am£~ 1tO'U E'flCtQ~!O~OVLCtL err:!.£ <lVCt1t't'UOOO~!EVE~ ayOQE~.
'O!!ws, 1l:rt6.QXO'UV meunwael.£ 6no'U '1 ayoQ6 8ewQtCtaL 6tt PQCoxetaL a-co
crr:aOLO 'tT]~ WQtj.L6'tT]W£ WyW 'tT]~ o.O'lJva~-tCa~ 'tWV E1tLXELQ~OEWV va 1tQOOqJEQO'U'V
1tQ0'(6v-ca -ca 01tOLO. va LX<lV01tOLOUV 1tAllQWS 1:L£ avayxe~ 't(I)V 1tEA<l'tWV. 'Otav
O'UIJ.PaCvet am6, T] E1tLXELQl']OT] IJ.:TtOQEL va Eq><lQ!!OOEL tt~ aXOAO'U8E~ crr:QCtLT]ytx€s
!!6.QXE'tlyYX (0€ 0'\JVOuaOIJ.Oll evaA.A.ax-ctx6.) 1tQOXELj.tEvO'U va Ct'UStlO~t tl~ 1tWAtl0ELS
-cou xMoou (Walker, Boyd & Larreche 1999):
J11> ~tQ<l'tT)ytx'll ausTJOTJ~ 'tT]~ ouo:CoooOT]~ (Increased penetration strategy)
Jll> ~tQatrty tx'll a'UsTJ!!EVfl~ XQtlOTJ~ tou 1tQO'i6vtos; (Extended use strategy)
..,. ~tQ<ltl']ytxt) en:€xtaOT]£ 'tT)~ ayoeas (Market expansion strategy).
3.4.3.1 Etpamyuci au~nonc; me; 01doouonc;

IlQ(I)'t<lQXtX6S O"tOXOS a~~ tl']~ O'tQ<lLT]YLXll~ e(vm T] IJ.ELCt'tQOml 'tWV 'U1t<lQXO-
-ytwv llTJ XQl']crr:rov O'tTJV ayOQO crr:oxo OE xQ'llcrr:E~.
~U!J.c:pwvaIJ.E -co'U£ Walker, Boyd & Larreche (1999), 'YJ tc:paQ~-tOYtl 'tYJS ouyx.e-
XQLIJ.iVTJS crr:QCt'tTJYL?ttlS eCvm etno-ceA.to!J.attxt) 6-to.v:
a) Yn6.QXO'UV axettxa OIJ.OLOyeveC~ ayoges; IJ.E 1J.6vo ~!EQtxa ~-tEY<iA.a t!J.tl!J.Ctto..

~) Yn:6Qxet OXE'tLX6 ~XQll OLEWO'UOT] OE eva tl1t€QL006'tEQo. 't!J.tl!!O.'to. (OTJA. IJ.LXQO
1tOOOO't6 'tWV OuVT)tLXWv 1tEAmWV EXO'UV 'Ul08E~OEL 'tO 1tQO'l6v) .
y) Ot avtaywvtat€~ EXO'UV oxe'ttxa IJ.LXQ6. IJ.EQLOta ayoga~ ?to.L IJ.E ouyxQtttxa
:rtEQLOQLOI!EVO'U~ n6eou~ 11 txavOt'T)'tES oev exow !J. EyOAE~ m8av6tl']tt~ va
Ct1tOX~OO'UV eva t~!'lliLa I!'YJ XQTJO'tWV.
124 43
KuxAo<; {writ; rrpoi'6vro<; xa1 crparny1xlf pdpxcnvyx ~
~) 0 1]Yt"tTJ~ ·t'% ayoQ~~ ~La8E'tEL Lxav&rrtec; 'EQeuvac; xm Av6Jtru!;l']<; (R&D)

xm tJ.<iQXctLvyx yta 'tTJV :n:ctQaywy~ tgo:n:on:OLl'J!lEvwv xaL ~eA:tLWtJ.Evwv :n:Qo'L6-
YWlV l] e:n:extaoewv 'tTJS YQO!J.tJ.tlS :n:go'L6vtOc; xm exn :n:6gouc; ngoc.08TJOl']S yta
va evegy<motl]oeL OQXLX'lj tl]tTJ01]1J.EtaS'U twv u:n:agx6vtwv llll XQl'JO'tWV.
0 IICvaxac; 3.3 &eCxvet n:otec; 1:ax-nx£c; tJ.UQXetLvyx tJ.:7tOQeC va ecpaQtJ.OOEL ll

E:7tLXEbQ1]0l'] :7tOtJ E:7tL~LWXEL 'tTJV a'IJ!;l']Ol'] 'tl']<; ~LElO~tJOl']S O'tl']V ayOQU oUjlq>WVO ll~
'tOtJS Walker, Boyd & Larreche (1999).
IIfvaxa' 8.3
Taxnxt~ J16pxenvyK yw
""" AU~non me; a~iac; tou npoi'6vtoc; nepU.all~Ovovtac; to mo oxe~Jaop6 <lAoKAnpwlli:vwv av~on rn~ oJE:foouon<;
ouatn116twv. ornvayop6
""" napcu<ivnon np6a9etnc; npc.>toy~ot1c; tnmonc; peaw npooiia9eJ~v n~nonc; 01 onolec;

tovitouv vEQ XQpaKtn,PiatUCQ nOCj)EAn:
.. lllaq>nlUon l!eaoo emA.evlltvcuv peoc.uv n anoia va aneu611vetm mnv ayopci m6xo.
- npo~9non l!cMnOeC.UV J.lE: CJKOII6 tnVnapcuc{vnon &nap.~V aii6 tOU<; unapxovtec; p.n xptiatec;
(n.x. auv5e5eptvec; nwAnaeJc; pe Olla npoi'6vta).
- npoana9e~ec; IIOOAnonc; }lf: at6xo tnV e~aaq>{Won VC(I)V AOVOi)laop~V, lOCJlc; tOII09et~vtac;
op1opevovc; n(l)}.nri:c; we; n<Mntl:c; avamv~c; lova.Plaop~n npooq>i:povrac;xivntpa VJO
nc.Wlae~c; vi:c.uv ).oyap1aop~.
.... Bdticoon tnc; l5la9emp.6tntac; TOV npoi'6vtoc; QVOIITUOOOvtOc; KOlVOTOp.uca OUaiDllOTQ 61avojll\c;
3.4.3.2 Etpamyuci au~n11tvn~ xpnan~ tou npo16vto~

H atQa'tTJyLx~ a~ exet we; 1rQWtaQXLX6 O'tQxo 'tTJV av!;TJOTJ 'tTJS :n:oo6'tl']tac; 1:0u
XQl']OLilOJtOLO'l)IJ.evou :n:Qo'C6vtoc; IJ.EOW:
""" Tl']c; t:t'\J!;l']01]S 'tTJS oux;v6tl']'ta<; XQ~01]S
""" Tl']<; av6Jtru!;l']<; vewv tg6n:wv XQ~01]~ tou :n:go'l6vtOc;.
Kcm:i 'tOtJS Walker, Boyd & Larreche (1999) yw va EXEL a:n:o,;eMollata ll

O'tQO'tTJYLXll aut~ 9a 7tQE7tEL:
a) Na un:<iQXEL <JXEtLxa OIJ.OLOyEv~c; ayoga J.LE J.L6vo f...iya J.Leyaf...a tJ.Ll]JAma.
~) Na tJ:7tUQXEL <JXE'tLXO IJ.EYOAl'] OteCo&tJOT], aMa f.lLXQ'Il ouxvo'tl']'ta XQ~OTJS OE eva
~ 7tEQL006tEQO Ol']J,1avtLXO 'tJ.l.tlJ.LO'tO.
y) To n:Qo'L6v va xQl'JOLJ.l.OnoteL'taL f!OVO llE A.iyouc; 'tQ6:n:ouc; l] oe eLOLxec; 7tEQI.3t'tci>-

oELc;.
~) Ot avtaywvtO'tec; va exouv oxeuxa lltxga JAEQCbta ayogac; xm ouyxgrnxa
7tEQLOQLOf.1EVOU<; 1tOQOU~ ~ LXOV6'tTJ'tES On:6tE ELVOL <JXE'tLxO an:L8avo OL J.A.OQXE<;
'touc; va ayoQaowuv yta veec; XQ~OEL<;.
44 125
KE¢A.li.AIO
0 llCva)tas 3.4 naQOUGL~t L ·~ tax-nx£c; J.U:iQ'itt"tLYy'it TtOU n:eottCvouv OL Walker,

Boyd & Larreche (1999) yta 'tl'JV a'IJsTJOl'J 'tl'J<; XQ~OTJc; •ou TtQOi:6V"toc;.
ntvaxa~3.4 ~~~~~~·~·~·~·~~~~~~~~~~~~~~==~~~~~~
TOKrlXSf: p6pKSTivyK YlO ~
au~npevn xprlan ,.. Metcudvnan m~ ano9ruccuan~ tou npoY6vtoc;; mo xovta aro anpeio m~ tcAoo\.~; x,Pilan~ npo-
------- npoiovux; oq>epovta~ emnp6a9eta pcye9n OUOKCUaoia~ n oxM1a
• Eveappuvon peyaA.IITepwv napayycll6lv (VIa p.n allo1cupeva npoi6vta):

- IT,POOqlOpa exm:~OCCilV avQAoyo pe mv noa6mto
- ll,PO(I)&ntuctc;; MP'{Cif!c; npoc; tov xotavaA.wu1-u:llx6 :xpnam VICl mv nopax!vnan ayo¢>v
peyaA.Utepou 6YKol1 n mo OIJX'llic;; x,Pll.~ (n.x. npoaq10pci nolJ.ciiiMlv ouaxcuam~)
,.. Yncv9u]narua\ 51aq>nplan IJOU va ofvel epq>oan aro ~OOIXQ !W:ovextnpato TOI1 npoi'6vt~ '/10
noooMa ne,PIDT~aecuv xpnanc;;
; ... ' f • f •
I f t 1 1 • I t 1
,.. Avcl.mu~n enextaaecuv me;; ypappii.c;; npoi'6vtoc;; xar<iMrW:c;; VIO emnp6a9ctec;; x:pnae•c;; neq>ap-
poyec;;
,.. Av6mu~n K01 Ili)C)6>9nan Ye(jJV xpt\.oeCilV neq>appoycf>v '/ICl TO .Pamx6 npoi6v
- Avaypar,pn n:Anpoq>opl~ am ouOKCuooia ax:etuc6. pe vtE:~ eq>awovec;/xpnocc;;
- Av6nru~ ~laq>np~aruai~ Rapnemac; n6:vcu amv Cl('[etopevn x,Pllan tou npoi6vt~, 10!~ ae
evnmo peoa
- EmxolV'<IlvlO l&~v '/10 veec; er,pawovt~ ptoo napoumaaewv nc.Wloe&>v arouc; unapxovtec;
neM.tec;
,.. Ev96.ppuvan vf:cuv x,Piloecuv peoo npoMnanc; nwMacwv (n.x. npoaq>opa pe 6.lla npoi'6vta)
3.4.3.3 1:tpamyuci e:ntKtaonc; me; ayop6c;

H O'tQatlJYLXtl am~ EXtL we; Ot6xo 'tl'JV av6mus11 J.LL<l<; 6La<pOQO:rtOLTJJ.l€v'lc; •o:no-
6t"tTJ<HJ<; (positioning) J.Lt £JtLXEV"tQO>Ol'J ot •J.Lt1J.la'ta "tl'J<; ayoQac; 3tOu Otv £xouv
O'VWtt'l.JX6£( £1taQXW<; tl XaL xa.661..ou.
H O'tQO."tl'JYLXtl O.U'ttl tCvm wcoteA.t:OJ.LO."tLXtl 6"ta.v (Walker, Boyd & Larreche,
1999):
a) H a.yoQa e(vm OXttLx.a O!!OLOYtv"Tlc; !LE J.LCa :noLxiACa. 'tJ.LTJJ.I.Utwv oe OQLO!!EVt~
ytwyQO,cpLXE<; TtEQLOXEc;, OUJ..l.TtEQLA.a.J.l~O.VO!!EVW'V ~EV(I)V XWQWV, f.I.E !!LXQtl 01£LO-
O'UO'I'J.
~) 0 QLO!!Evt<; 1t:QOL0VtLY.E<; EcpO{>J.LOYE~ ~tV E(VO.l O{>XE'tU O.Vt7t't'Uyj.liv£~.
y) OL a.V"taywvwt€c; E)(ouv <JXE"tLX<i J.lLXQ<i J.lEQLOLa. a.yoQ<ic; xm a.vE1tOQxtCc; :7t6gou~

t1 LxavOtr]tec; va. enL~I.TJeow oe UJtOO.V<l1Ct'lJY!LEVtc; (under-developed) yewyga.-
cpLx£~ 1ttQLOXE~ tl"tJ..LtlJ.lO."tO. EcpO.QJ.lOYWV.
126 45
KlixA.o!; {curl!; npoiovro!; Kal orparnyrxri pc.ipxenvyx
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0 ncvmta£ 3.5 OELXVEL "tL£ 'taX"tLXE~ !LOQXE"tLvyX JtO"U :rtQO"tELVO'UV OL Walker,

Boyd & Larreche (1999) yta TrJV EJtEX'taOl] 't'I'J£ ayoQ<i£.
- - - - - - - -- -- - -- -- - - - - -- - -- -- - - IIfvaxa~ 8.8
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nepimwon mr; ayop6.~ KlVIm1r; mlf:cpwvia~ amv EMMa
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uw6eTJ1cret nrv U3t'TJQEOCa. To n:eeacrJLa "tll£ ayoQ<i£ xLVTJ"tTI£ "t'TJAEq>WvCa£ wt6 't'I'JV
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46 127
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O'Tl!LELWO£L O'Tl!LOvt~xi~ an:wl.et.e~ ~OLClt't£Qa O'tTJV ayoea twv vewv cruv~QO!LTJtoov.
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L"t~~ X'UQLOt£QE~ O'tQ<n'I']Y~XE~ :rtO'U E<pOQJ.LOOav yta 'tTJV E1t:L't£ll~TJ amou 'tO'\J O't6xO'U
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15-25 E'tOOV 1t:QOO~ox.Wvta~ O"tL O'tO 't!Lll!J.O am6 'U1t:OQX.EL owa-c6Tfrta 1t:EQaL'tEQW
avWm!~<; "t'TJ~ ~teCo~UOTJ~.
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x.m en:€-x-caO'TJ<; ,;wv otx't'Uoov &tavo!L'll£, ~taCteQa ya ta n:eo"( 6vta 't'T]~ xae-co-
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supermarkets x.A.n:.
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EV't'Un<.6oet<;, aqx>u lJ J.LEO'TJ &t<iQXELCl lAW<; x.A.-rlOTJ<; an:6 xtvrr-c6 &ev !;weeva -ca
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'ttx<.6v 'tL!LoA.oywx.wv n:QoyQOf!IJ.O'tWV OYJf..l~O"UQYEC an:~ O'UyxuOTJ O'tTJV ayoea xm
yt' am6 xataQyEC ta otxa tYJ~ 1t:QOYQU!LJLO'ta avttxa8tmoovta~ 'ta !LE l.ty6-ceea
rtQoyQO!LJLO'ta tO 03t0La avt~yQa<pOUV tOY avtayWVLOf..lO.
..,.. H Panafon !LE O't<)xo "t'TJV x.aA.mtQYJ £XjJ..£t6.JJ..euOTJ -cou 't'T]A.emxmvoovtaxou 't'T]<;
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VTtT]QW(£<; 1t:QOO~OOTJ<; O'tO ~LOOtX't'UO, frame relay, jJ..MJ0WjJ..EVa X'UXA.<.6f!a'ta,
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:rtQOTJYIJ.EVE<; 'UTtTJQ EOCE~ :rtQOO'tL8E!LEVll~ a!;Ca<;, 6n:~ tbeata LOLoonxa oCxwa,
tOLW'ttx€~ ouvoeoet<; x.A.n:.
..,.. H Cosmote axoA.ou8oovta~ O'tQ<l"tTJYLX~ en:extaOYJ~ ayoQ<i<; JtQO~aCvet O'tTJV

e~ayoQwvCa e(vm OE <lQXL%6 O'taOLO 1:0'\J x'UxA.ou ~wTj<;.
128 47
Klixlo~ {wri~ npoi'6vro~ Kal orparny11ai papKcn v yK ~
3.4.4 EtpatnVlKi:c; llO.Pl{CtlVVK mo ot6.61o tnc; ntwonc;
To tEAEUtaLo crt:clbto atOV mx.A.o ~<mlc; ev6c; 1tQ<ii.6vtoc; ava!pEQEtW. <m'JV mxJxJr) tO'IJ.
llUQ6A.o nou ,..ua ayoQ6. crt mwO'I'] &ev J.UOOQEL va tCvm t!;UL{>EtL'I«l EAX'UO'tLX~, umg-
xow neQLmWO'ELc; 6Jtou ,.ua n:tW'tLX'I'j ayoQ6. I.IJWQEL va e(vru O"J.EtLx6. eA.xuanxl'j.
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J.lllOQ£( va XQ11m~-to:n:Otll8ouv yta va :n:Qocr&LOQLO't£L l) eA.xucrttx6tll'ta !J.tac; ayoQ6.c;
cre mciO'll. Ot :n:agayOvtec; avtoC eCvat:
a. Ot O'UV8~xec; ~l'i'tl'JO'llS
~· Ta eJ.Ut6&ta e!;6&ou xat
y. Ot :n:Qocr&tOQLcrttxoC naQdyovtec; avtayu)VtO'IJ.OU.
!1:ov :n:(vaxa 3.6 :n:agoumdl;ovtru avaA.vnxd ot e:n:Lj.tEQOUS Otacrtacretc; xa8tv6c;

a:n:6 touc; 'tQELS amouc; :n:aQdyovtec; cre crw81'jxec; cptA.txo'\3 xm acptM~evou :n:eQt-
~aA.Aovtoc;.
MCa O'EtQ<i a:n:6 8eWQllttx€c; eQyacrCec; crtl) Ote6v1'j ~t~A.lOyQacp(a nQoteCvO'UV

O'tQat'll'(LX~S OL 03tOLES IJ.:n:OQOUV va ~Ol)61'jO'OUV tll ~JLOLXl)O'l) (a) va a:rt:OXOIJ.LO'£L
X~QOOS a:n:6 Eva :n:go'l6v :n:ou ~QlOXEtaL O't'r] qxlO'll 'tl'JS 7ttWO'llS xat (~) va IJ.ELffi.O'EL
'tllV e:n:c&QUO'll a:n:6 'tl'IV a:n:6cruQ<Jl1 wu nQO'l6vwc; (Talley 1964, Michael1971, Kotler
1978). Bamxl) cr' am€c; tt.c; O'tQUtTJYLXES e(vm 11 :n:Q6ta0'1'] 6tt neoi:6vta nou <po.Cvetru
va «a:n:o6v~crx0'\Jv» 1'j va ~QLO'XOvtaL O'tTJ ¢0'11 'ta mWO'llS ~xouv 'tTJ 6uvat61:T]'ta va
MQ<iyow XEQOTJ edv avayvwQLO"tOW ot O'Uv8~xec; tou :n:£Qt~6.Uovtoc; :n:ou ta :n:egt-
~aAA.ow XaL XataVEIJ.l)SoUV O'Wcrta OL :n:6QOL !J.UQXE'tLV'(X :rt:O'U 'ta U:rt:OO't'r]Q~OUV.
Ot O'U'(YQUqJE(c; amo( :rt:EQJ,E'(QU'lj!av O'tQU'tllYL'><ES :n:ou :n:QOO'<pEQO'\JV EUXUL{>tE<;

~ef.:t(WO'l)S 'tllS XEQ50<pOQtU<; 1tQ0'(6vtwv :n:ou ~QCcrxovtat O'to O'tclOLO 'tllS JTXWO'll<;,
'tLc; 03t0LES avt(O'tOL'J.U OVOJ.laO'aV «E!;<ivtAl)O'T) 'tOU neowvtoc;» (run-out), «a:n:oA.C-
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atQa'tll'(LXES UO"J.OAOUvtaL ~amxa !J.E 'tl']IJ.ELwO'I'] O'tO EMl'J.lO'tO e:n:C1tt&o 6A.wv 'tWV
e!;6ooov un:oat~QLSllS xm t:n:ivouO'llc; yta to n:Qo.L6v (n.x. 'EQeuva & Av<imu!;TJ,
Ota<pl'j!J.LO'l), O'UO'Xe'Uacr(a 1'j :n:OL6'tllta), l) ono(a O'UVOOE'U6j.t€Vl) a:n:6 ausllO'TJ 'tl'JS
'tLIJ.l'jc;, 8a ~EAtLO'tO:rtOL'I'jO'EL 'tllV XEQOOCjlOQLU 'tO'U :rt:QO'l6vtoc; XUL 'tLc; 'tUllE LUXES QOES
~-ticra cre xdnma :n:Qoxa8oQtcr!J.EVl'J xru :n:eQLOQLOIJ.EVTJ OLUQXEta l;w~c; tou :n:Qo·covtoc;.
!"tov :n:Cvaxa 3.7 :n:aeoumal;ovtat oL crxettx£c; atQa'tl'Jyutec; xm ot crw61'jxec; :n:ou
E'UVOoUV 't1l XQ1'iO'TJ 'tO'U<;.
48 129
A~1oA6ynan Dpoiovtm:ou
XaptocpuAaKiou
.
········· ......................... ... . ··· ··· ······· ···· ·· ········· ........... .. .. ...... .... .. . :
4.1 E1oaywyri
MCa rut6 'tL~ x.uQt6tEQE~ OQa<m]QL6'tl]tE~ twv uJteulrovwv !!OQX.Etwyx.

1-Ua~ E1tLXELQT]O'T]~ a.rtOtEAEL l] ~LOW"(l]O'T] 'tWV UrtaQXOV'tWV TtQO.WV'tWV tl]~,
wan: va EJtLtUYXUVE'taL !!La X.Q'tQVOJ.Lll 'tWV rtOQWV (XQTJ!!U'tOOLX.OVO!!LX.WV,
rcagaywytxc..Ov, J.Ldex,etLVyx. x..A.rt.) O'ta E1tL!JlQO'U~ rtQo"l6vta 1tOU rutaQ'tLf;ouv
to rtQO·iovnx.6 tTl~ xaQ'toqroMx.w (product portfolio) 1tOU va OOT]yEC ae J.LEYL-
crtOJtOCT]OYJ toov !!EAAOV'tL')(,WV WtOooaewv tTl~ EJtLXEbQTJOYJ~ ae £va oetloJ,L£vo
~E~ata EJtUtEOO Q(OX.O'U.
Me am~ UJV £wma, TJ a!;toMYTJOYJ ,;wv uJtaQXOV"twv JtQO.LOV'tWV J.LLa~

EmXELQTJOYJ~ aJtoteA.eC OQa<m]QLOUJ"ta ~W"ttx.'ll~ OYJJ.LaaCa~. x.aew~ 1tQOaq>€-
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j3LWOL~-t6'tTJ"ta 'XaL 'tl]V JtEQaL'tEQW avam:usTJ 'tl]~ EJtLXEl{ll]O'T]~. Ot MOqxlOE~
am€~ aq>oQow tTl" av6.m:uS11 vtwv 1tQo"L6vtwv, tTl" "tQ01toTtOCTJO'T) x.m x.atae-
YTJOTJ 1J1taQx6vtwv 1tQO.LOV'tWV X.aL 'tl]V xa"taVO!!ll 'tWV Jt<)QOOV 'tl]~ E1tLXELQT]-
O'T]~ J.«.e"ta!;u 6taq>6gwv JtQO"lOvtoov x.m a.yoQwv. fta. 'tTJV a.!;wMYT]aTJ a.ut'll
l-l3tOQEL va XQTJOL~-tOJtOLl]Bouv !J.Co.'ll x.m 1tEQtaa6"tEQE~ rut6 'tt~ ax.6A.ou8t~
JtQoaeyyCoe~:
..,. 11Qoa€yytOYJ lloA.uota.crta.ata.x'll~ Al;LOAOYTJOTJ~ (Multidimensional

"screening" Approach)
... IlQOOEYYLOl'J E;ayooy11~ «6tCX.'tT]» A!;wA.Oyl]OYJ~ (Index Approach)
..,. IlgoatyyLO'T] KU'tT]yOQL01tOLTJOYJ9MTJ"tQWv llgoi:ovttx.o'\J XaQ"toqJUA.ax.Cou
(Product Portfolio Classification/Matrix Approach).
49
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1tQo'tovwx.ou x.aQtorpuA.axCou Y.at O'UyxtxQt~t£va ata )lOvttA.a noo &x.oov av01l'tUx_8tC
<TC<lltAa(OLa a'lJ'tll~ 'tl)<; itQOOEYYlOT)<;.
4.2 I!poacYYlan llo.Auo1aaraalaKn~ A~10A6ynan~
H ngoo{yyLOY) a~ E):.Et ava.m:ux.6£L EOW xat aQXEtES OExauCts xm ~amx6

X,OQOXtl)Qt<TCLxO 't'TJS £[VOL OtL JtQOtEtVEL j..IL<l 0'\JO'tl]j..t.O'tLXT) XOl1tEQW6LX.T) a!;WA6yr]011
't'TJS 'YQOil!J.l1S1tQO.L6vtwv xcna 'tlJV ono(a a;lOA.oyeCtaL rr wt6oo011 xaee nQO'L6vtOS
llE BciO'll evav UQL81l6 OLOOtclCJE(l)V/XQL't'T)QLwV (n.x.. 6yxos 1t(l)A~OEWV, XEQ60q>OQLO,
)lEQ(ElLO ayOQtlS, nOOOOtO Em 'tWV 1tWA'l'jOEWV 'tTJS E1tL;(E(QT)OT)S x.d.. ).
l::tov n(vaxa 4.1 )'LVEtOL J.1L<l <J'UV()]t'tL'X.ll UY<lOxclm)Ol) UJS TCQOOEYYLOlJS OtmlS·
IIfvaKaf; 4.1
npootyyJon no}.v6Ja·
[1 .. . . • ~· U!J~ •
' .. .. ..
OTaOJruai~ a§10t\6ynon~ I
' 'l.:l'ti ' :.i.':~"ii
~< r.-.,~·i't•\:l•'-~ II ' • •,l!t'Al.J • •
UT1apx6vrcuv npoi6vrwv
Houfek ~fa llr.WloeCJV, Euvoluc6 K.6at~ Ta u_po16na 8a u,Ptm:l w a~10Aoyo1Ma1
(1952) (TI!)Wte~ 'Yl.cc; xru Epyat'OOl, ~am Tou 01J01COUtouc; lttpC5ouc; TO ouoio
Meta~r6 B1opnxavu<6 'E~o&l, etvm n ~1aq>op6 p.&Ta~u t nc; a~ac; tc.w JlC.IlM.
'E~~a Marketing) oelllV m1 rou auvoAixou x6otouc;.
SoMecken& K.c~pfa. EUpo~ rpap)lil~. Ta upoi'6vta 9a upbu:! va a~JOAcyomQI. an6

Hurst ADrX>/ta Marketing, Anol5/ta m l!toflman ~0&1 TWV xpnnplwv autwv I.CQ_tO
(1960) llapavwvn~. K6atoc;1Tnn\, A{ia/ tov uep~o6uc6 f:AEvxo me; vPQlllllic; toov apoi-
llm6tnta, Service, AvtayCMap.~ 6vtCJV.
Alexander T6an T!pnc;, T6an K.epeC:W, Yuo- ll_potdvm }lla ouompatucn x.cu nesnooua\
(1964) xar6atata llpoY6vta, Auotcl.&· a~1oA6ynan tc.w u_poi6vtwv ~aoe1 amclnr tc.w
ap.onx6mTa ll_po16vroc;, Xp6voc; KPlln¢wv J.«JJua.()txel p~a up6o6ern ae ~d8oc;
l:t~ av6.Auan twv OI1V9rua&lY xm t c..w f:'l1l<Qlplc.lw uou
aqxJ_po6v ta upol6vta uou d V01 UDoqn\q11a y:~a
I.CQ_tapynan.
Kotler L\Jll),leTOnl t0\1 llpo16vroc; anc; llDOteivm eva_ oUotnJ,la eU:taOII~ Tc..JV unap-
(1965) ll!JW\omc; me; Emxd_pn011c;, ITTWon x6vtc.w upo16vtc.w },le m ,Llon9ma H/Y To ouofo
ll!JW\oec.w, lla_pc:uqul me; Ayo_pclc;, cmotcleftru au6 tva ora610 OO}llOUpyl~ KQ1
Mucr6 Ilep~8cbp10 Kf:_pOOuc;, ICQ!u- f:~J.AEI.touPV!lC6 MJ.IaTa. 0 u~top!.~
qm au6 TOll_polOV tc.lV revucc:nr m9avcJ\r ao9ev~W upo16vtc.w tfvm o OJ.a)U~
BIO}lliX<IVUCCbv E~O&>v t(a)Y 6tio n¢!CJV AercoupyuccAw ~I1&16.tCJV lCOta
ta onofa e~erci~ovtQl ptoo upaypapp_atoc;
H/Y nAnpocpo~ Vl<1 to upoi6v axenx.tc; P£ to
upot~6~ xpm\pa.
142
50
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Af1oA6ynan rrpoi"ovnxoti xaproq>v.Aaxiov
Worthing ROI (Kt,P6n tou npo16vto~ c.>~ npotdvetllla BtaBucaafa a~toA6ynan~ tc.>V
(1971) nooom6 tou 1<6mou~ napo.yc.>yn~ UIIapx6vtc.>V npo16vtc.>v oe Mo o:rai5ta pe m
IOU Kru Ic.>v e~6oov marketing), ~onemo H/Y. l:mv nPtn cp(Jan (Program
K.epi50qlOplQ (KE:pl5a<popia IOU Screen) npooi5topi~ovtru ta npo16vta tc.>v
npoi6vt~ ~ DOOOOTO em Ic.>V ODOl(a)Vn QIIOi5001\ oUpq)CilVQ }IE: TQ IIPQTE:IV6-
nc.W\oec.>V), 'Oyxo~ nc.W\oewv peva Iqmipta XE:lpon:pcle~ BtaxpoVII<Il. Ta
(nc.Wlomc; t ou npoi6vt~ we; nooo- npo16vta QUla UII6KE:lvtru oe nepa.~tepc.t) a~to-
m6 tc.>v nc.Wloe:c.>v m~ F:trupe:lac;) A6ynan om &:Utepn q>Qan (Program Modrop)
yta va aiioqiQOlotel eav 9a i5tatnpn6o6v n9a
Katapyn9otlv.
Kratclunan K6ot~ Av6mu~n~, MF:ta~.Am6 flpotcive~ to }1F:taoxnpauop6 autclwnov rAe>-

et al. (1975) 'E~o&, nponyo\]pe:ve:c; nc.>Afloe:t~. ytatucciwlo Kpltnpl6lV OliOKp!TrlptO Q~toA6yn-
'EooOa llc.Wioe6lv, nc.W\oe1~ on~ oe nap<iyovr~ npomllonofnonc; 01 onolo1
AvtO'{tiJVlOTJ.Kciw npoi6vtc.>V, Tpt- 9a Be:fxvotJV Kata n6oo t o npoi6v 9a npene1
XOUOQ l<Ql nponyOUllE:Vn llolll't va 9&CilpcitQ1 UIIO\lfllq>IO \'10 Xotapynan. Enl·
Tlp.wv, KuxAoq1optrua\ Taxumra one; IIpotelVOIJVtnVKOBlepc.xm e.A6x!OTCilV
Ano9ep.arwv, Avraywvtmll<ec; E:ILIDtB6lV an6&>anc; VI' a\1la ta K.Plnl.PIO. Ta
no.AlttKec; Tlp.oA6ynanc;, Anrutou- xpttnp~a KQl ta l<arwtepo. anoi5eKta 6p1a roue;
p.e:vec; wpec; I:te.Aexclw, Mellovtt- 9a npene~ va E:VOCilpat6l6oUv oe np6ypappa
K6c;: 'Oyxoc; llc.>Afloec.>V. H/Y GlOtE: VQ '{fVetQl tylCcnpo. avtWmtO TO
npo16v nou anotuyxave~ va DCavonomom ta
cl.6Jaora enfue:6a an6Boonc; IIOU eXOIJV te:Bci
Brown& '()yK~ nc.>Afloe:c.>v,

K.ep(5a<popia., llpotdvet mv wa~n oucnnpat~ a~o.A6-
Kemp ROI, K6aToc; Kru.&a9emp6tnia ynonc; tptwv mai5iwv. To n,PWro or6i5to eivm
(1976) ll.{)WrwvYJu:.>v, Mtoo Mtye9oc; ~aOtKa tva aUaTn)la e.Ai:yxou me; ypap)ltlc;
llapo.yye.A!a~. Ba9)16c; .&efoouanc; npol6vtc.>v tO onofo II.POOOIOplCet ta npo~.An·
omv Ayopc1, Apt9)l6c;: Anruro\]pe- Jlatll<cl. npoi6vta Daoe~ aurwv tc.>v lq)ltnp(c.>v.
WJV Emcnci:1pt:c.>VQVQ llc.>lnu\. Ta npo16vta IIOU evtonl~OvtQl d auto to aTO·
iS1o ~toAoyot1vtru oe: pe:ya.A\he:po ~Boc; ma
i5uo en6peva m6i5ta went: va QIIoql(lOlaTt:f n
i5tOTilpl\Ol\ r\ p.n aTO XOptoq>u.Afuao tc.>V IIpo'i6-
vt6lVtnl; emxeipnonc;.
4.3 IIpootyyion E~aywyn~ <clleiKrn» A~1o.A6ynon~
LVJl<pWVa f!E 't'Y) OEVtEQl'j 3tQOO'E'(YLOl) asLOMyl'jOl)c; 't(I)V 'UTtaQXOvt(I)V 3tQo't6vtrov

!J.fac; EmXEbQrlOl)S, ,;a rutat£MO'jA.a'ta 't'Y)S ast.OMSYrJOl)S't'Y)S rut6000l)S 'tO'U 1tQO.t6vtOS
~aoet ev6c; <XQLO!!o'\J XQt't'Y)Q(rov cruvex"tt!!Wvtm o, Eva yevtx6 oECx-cT) rut60o0l)c;.
L 'TiOV nCvax.a 4.2 3t<lQOUO'Latovtm OLX'UQlO'tEQOL wt6 'tO'Uc; OE(X."tEc; asLOAO"(l10l)c;

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51 143
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flpooeyyum e~aycvyri~
«&fxrn» a~1oA.6ynan~
llciml~ :Exop Eml'i~ (Survival.Score Index-SSI) = &•J•rca.E>•z/B+e+l

Eav SSI > 1, to va ~1ampn8cl
om ypapp.rl npo16vtwv
Hamelman&
Mazze (1972)
Armstrong 'Ap.eooc; l!.eixrnc; (Direct Index • DIR). 0 DIR anou:.Acl napallay{t 1011 &:U(tn tc.lv Harnelman & Mazze pe m ~lQ(j)OpQ C5ev rerpaywvi~et tov
(1973) napavo11aon\ l<Ql pnopcl va xpnmponom9cl \'10 npo16vta pe apvnux6 nE::pt96lJ)la OlJllpetoxnc;. Enionc; &:v evvod ta npol6vta pe ll£'{6.Aa m:pt·
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~avovta~ u1t6"\jiT] 'tl~ OUVa'tO'tT]'tE£ 'tlJS E3ttXELQT]OT]~ xat 'tL£ EUXaLQLE£ OLXOVO!LLXtl£
anobOOl'JS JtOU 1taQOUOtal;ovtm OE Eva ouvexoo~ Jl.Eta~aAAOJAEVO E~OO'tEQLXO
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MOOOO'l'J 'tTJS ErtLXELQllOl'JS xm E1tOJAEVOO£,
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1:uyxEXQtJl.EVa, o Markowitz OQLSEL 'tO «XaQtocpuA.axLO» oo~ 'tO ouvbuaOJ.l6
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Group
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4.4.1.11 To povtt.ho twv Barksdale &Harris

!' tva aQ8QO tO'U~ O'tO 3tEQlOOL?<.6 Long-Range Planning 'tO 1982 m Barksdale
xm Harris av6tw!;av eva oA.oxATJQW!!Evo !!OvteA.o xaQtocpvA.m<:Cov, to onoCo
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Boston Consulting Group (BCG).
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160 68
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ll'IYrf: McCabe & Narayanan ( 1991)
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164
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(oXllJlCl 4.10).
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iii. No. Ul'tclQxEL 1tQ6f3A.E'\lll] yLU 'tT)V 1tQO~?<.l) VEWV YQO.JLI.WJV 1tQO.LOvtWV.
1:'tl) OWEX£1.0., 9a 1tOQO'UOL<ioO'Uj.l.E J,.lLa EQJOQILOYll 'tT)~ 'tQ01t01tOLT]J.LEVl)S 8EO>QLa~

XQTJJ.LO'tOOLXOVOJ.LLXoU XO.Q'tOcpuA.axCou ato CJXEOLO.OJJ.6 xm O'tTJ 6LOL'><TJOTJ 1tQo·.:o-
vttxou XUQ'tO<pUA.axCou T] onoCa avam'\Jx8rtxe M6 'tou~ xa9T)yT]'tE<;; Cardozo xm
Wind (1985).
1:'\Jj.tcpwva J.LE 'tO'US OUYYQO.<pEL~, T) yv<.60'T] 'tOU «an:of>o·nxou J.LE'tWJtO'U» ( OXrJJ.LO.
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XQOVO. KatuOl'J 01:0
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166 74
l9I f3L
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(~860 Pll!M. wOZOp.iU;) :JIA.blJ

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Sltl01X1)'(3 Slu. 010~10x 01 'Il'v mt!,J.Xo Ol.;i ·S~91ro SOJmlOOoou Stux3QOlt:D Sl.u.o
-1X~'(3 Sl.t.l 01olp.10x 01. 9lt:D Ml0~01t ne nou S}l.Cl.O 91ro 5'13oyd>olro S}X11.3ood>X>1Q
30 13D~UQO 09 «O.Olt<J>13Ti ').OX1l.OQOlt'O» 0.01. lt.D~o'X l.t. '5'130<J>llt1031t 5310~ 3;i
·(~l\U ~ypmq) «5lt.DOQ91tX> Sn)mlOOOOlL S[.u.x3Q01tX> Slt.1.01X

-p'(3» Sl.t.ln10M} "'lullon'(pAn ,\.luo M.oApm3 mx 1\,').0o(l)'Xoou SJ3dma.u.no 10
~ noproyn<boldDX {IOX1lAO,!OdU UDI1A9YOI~V

KE4>AhA10
oovfkto Y..QLnJQW cCvat mo anmtT]tt'XO ano 6,tL ta ouOtauxa tou atotxcCa (~Ainc
n(vaxa 4.4).
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EUveero xpmipJC>- A1Io[)<rctx6 M€wno
Arro&mx6 perwno xru
e.Acixlarn ano&xrn
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A
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(hurdle rate)
I
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OrJY1f: Cardozo & Wind ( 1985)
L'tTJ auvexcta, OL O'UYYQCtcpcL£ rcaQouma!;ow ~Ca OLaOtxaa(a yLa tf] ~cA.tC<OOYJ

'tTJ£ rcaQaywytxo·nrcas tou xaQtocpuA.ax(ou. H Ota&txao(a aunj O'tT]QCl;e-cm OtfJV
avaAUOT] t01J 1JTCUQXOV't0£ X<lQtOcpuA.axCou Xat O'tT]V erctA.oyl) X<lQ'tOcpuA.ax(wv-Ot6-
xwv Xat 3tcQLAUJ.L~6.Vc L 'tEO'OcQCt j3r'jJ.i.Ctta:
a) Tov ~exdOaQo OQLO~-t6 (definition) twv crccvMacwv
j3) TtS EXU~-tr'jOEL£ (estimations) OTCOOOOEWV Xat Xt.VOWOU
y) Tov tm:oA.oytcrJ.L6 (estimation) 'tTJ£ rcUQaywytx6nyta£ tou xaQtocpuA.ax(ov xm
o) T1JV emA.oyr'j £TCL&u~-tT]tWV O~-t<i&wv (sets) tncVOUOEWV.
H &ta&txao(a amr'j TCOQO'UOta!;E-cm aw OXrlJ.iCt 4.14.

Q£ £TC£sr'jYT]OT] amr'j£ tT}£ C:haOLxaaCas OL OtJYYQCtcpE(£ XQTJOL!!OTCOLT]OOV JlLCt
cnLX£LQT]Otaxr'j IJ.Ova&a (Business Unit) 'tTJS £tCtLQE(Ct£ Monitrol (O'UyxexaA.u!J.J.LE-
vo 6VOJ.LCt).
H tnLXELQTJOLaxr'j J.LOVci~a nou i'tEQtyQ<icpetm eM itEQLe(xe t€ao£QELS yQCtiJ.IJ.ES
3tQOt6vtO£, xaOqtLa arco 'tl£ OTCOLI::£ eLXE 0LCtcp0Q£tLXr'j E(j)CtQJ.loyrl 0£ J.I.La tex;vtxr'j/
~tOJ.lfJX<Mxr'j ayoQd. Am£s ot ayoQE£ ecpaQ!J.oy~s (application markets) 6ev auaxe-
tG;ovtav xm 8a IJ.TCOQouoav va 8EWQT]8ow &taxQLtE£ xat ave1;<iQ'tT]tE£ ayoQ€£.
Ot teooEQEL£ YQUIJ.IJ.ES IJ.OtQci!;ovtav xanote£ rcaQaywytx€£ xm llllXavoA.oytxes
eyxatamaaets J.Leta1;u wu£. Ta Oteu&uvttx<i 0teMx11 tTJ£ etatQeCas nCOteuav 6tt
TCOQOL TCOU 8a a1t£Ae'U8EQWVOvtav arco OrtOLCtOtlTCOtE YQa!LIJ.tl TCQO.LOvtOS 8a J.1.1tO-
QoUOCtV <i~J.Eoa va XQTJOLf.lOTCOtl]8ow arr6 ns dUes YQCtJ.I.f.lE£.
168 76
A{1o.\6ynon npofovnxoll xapro<pu.\axioll ~
Avd/..11<7Tt "tllc; 6o1-1~S "tllS ayOQ<ic; Empa 4.18

Avdi..OOYJ ~~"tllOTJS xa~
I
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ro11 npoiovnxou
AtOlX11~lXll XQlOT] _ _ _ _ _ __ _ _ _ _ _ _ _ _ ___.. xaprocpuA.axfo11
IlQo~AJli.O"tOQLX~c; Wt~OOT]c; - -- -- - -- - - - - - YnoW'(w~

ClV<l!lE'V6116VTK
M6bOOT]<; Xal.
llQo~).bjletc; y~ .,v Wt6600T] 'tOll vtou 1tQO"C6V'toc; - - - - - -- XLVOWO\J xa'tOl Wt6
evaiJ.aK"Uxci
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"tY)c; ltt8av6nycac; Ef.lqJclVLOTJ<; xm a'V"t(XWJtoc;)
Avayvci>QtOTJ 1:0>v Kateu9u~Qtwv

ouvat-tewv (driving forces)
llaQoucr(aOTJ "tOOV £lttvll'llcr£wv O£ 6tciYQClltt-ta--------- M€-fQTIOTJ 't'llS

mlQ<lYW"ftxOO-rtac;
Kamoxtu~ «anoiiO"ttxwv 1-!E"tW!twv» - - - - - - - - - - - 1:ou XClQ'tO<pUMxmou
AtOCxljOTJ QV'to.)J.aywv (trade-offs) f,IE't~ ---------+

xwMvou xat Cllt6000TJc;
Il1]ytf: Cardow & Wind (1985)
H XQtlOlJ •11~ O'Uyx.ex.e~~-tEVT]~ JtQOOEYYLOl'J~ rutm-co'Uoe art6 •a o-ceMxTJ "tTl~

E3tLXELQYJOtax."D~ !-!OVOOO~:
1. Na nQo{3).bpovv 't"t~ a:noo6aet~ xa()e yeapp,tj~ :llQOiavro~.

Ta o-ceMxTJ agxwav n:eo~Mnov-cas -cts anoMoEt£ yta -cts -c€oOEQEt£ yea~-t~-t€s
n:eo·cov-cos O"tl"JV En:tXEtQl']atax."D ~-tovaoa x.o.-ca "tl'J OtdQx.Eta -cwv tQtWv m61-1evwv
xeovwv ('lln:egCooo~ :rtQoyQa~-t~-tatto~tou "tll~ Monitrol), ~aml;,6~tEVOL oe rtQO~MljJE~
rut6 3tQOllYOlll.lEVT] EllrtELQ(a xm 1tQO~AE1tOJ.lEVE£ aUay£s O"tO 1tEQ~~UAAOV .
2. Na avayvwefaovv rov~ {3aatx0'15r; naeayovrE~ nov E7r1JQE6.~ovv avr{~ rt~
wroo6at:t~, va 01]ptaveytjaovv eva.Uax-nxa aevO.Qta yta amoV~ -rov~ :naQayovu~
Xat va EX"ttfltJOOVV 't"l~ m8av6n]'t"E~ t:jJ.cpaVtO'I]~ xcf()e Ot:VaQtOV.
Ta O"tEAEXTJ ev-c6moav Mo nagayov-cE~ o-cou~ ono(O'U~ l'jtav m8av6 va ano-

oCoov-cm Ot 3tEQLOOO"tEQE~ ()LO.X'UIJ-OVOEt£ O"tL£ ~tEA.I..OV"tLXE£ a:n;oOOOEL£: 1) tO O.V
EVO.£ X'UQLO.QXOS av-caywvto-ctlS 8a EnbXEtQOUOE va 3tEQLOQLOEL 'tTj &uvat6'tTjW "tl']£
Monitrol Xat aAA.wv 1-llX.QWV XO."t<XOXE'Uacrt<ilv va JtQOJLT]9EOOUV 3tQo"L6v-ca 0'\.11-l~O.ta
77 169
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:rtQo'Wvta xm 2) o ~a6J.L6~ <Ytov onoCo m XQlJO"CE~ oexovtav 'tl) vea 'ttxvoA.oyCa
:rtOtJ ELmlY<lYE 0 XtJQL<lQXO~ <lvtayrovt<Ytrj~ XCLL 't<l vea 1tQo't6V'tCL 1tO'U OtJVOEOV'tCLV
J.LE au'tl'j.
Ot naeayovt£~ au'to( o&l]yl)oav OE 'tEOOEQa oevaeta nou tCxa:v va xavow
J.LE 'tO %0:t0 m5oo a) OL EVEQYELE~ 'tO'U %UQ(CLQXO'U avtayrovt<J"tl] 6a TJ'tCLV WqJ0..LJ.LE~
T] l.lll oxpeA.tJ.LE~ yta "tTJV emxe(Ql']Ol) xaL ~) TJ vta 'texvoA.oyCo. 1:ou anaywvtO'tij ea
YLVO'tCLV <l1t00E%'t1'j <l1t0 'tOtJ~ XQ'I'jO'tE~ YQlJYOQ<l l] <lQYO.
L'tl'] OUVEXEt<l, ~YJ'tl'j81']%E an6 t<l O'tEAEXTJ va EX'tLJ.l.TJOOuv 'tl)V m8av6t1Jta nou
ELXE xa9€ OEVOQLO V<l M~EL XOOQ<l. nae6A.o :rtO'U OLEqJEQCLV %On~ OL ~EJ.l.OYWJ.LEVE~
ex'ttJ.LTjot~c; ,;wv O'teA.txo>v, 1:eA.~xa ouJ.L<pffivlJoav 6-ct otv 'U1t!lext ouoLaattxo~ Myoc;
V<l 8€WQT]6EL eva OEVOQt.O :rtEQL006'tEQO Tj Aty61:.£QO meav6 ana 01tOLOO'Tj:rtO'tE <illo.
Ta <YtEAEXTJ ax6J.LYJ OUJ.L1tEQavav 6-n -ra 'tEOOEQCL otvaeta Jl<l~C avttneooo>neuav
EV<l :TtATJQE<; cpOOJ.l.CL <lV<lJ.LEVOJ.LEV(l)V CL:rtO't:EAWJ.l.O't(l)V.
3. Na noam:txonol1jaovv av"Ce~ "Ct~ ex"Ctp:ljaet~ xat va rt~ naQouatdaovv f-t£
f-tOQcp'lj ntVaXWV xat t5tay(}a/-(.f-t(i"CWV xat (]"C7J ovvexeta va «Xa"CaOX£VQOOVV» eva
«ano6wtx6 ~-tt"CW1tO».
0 :rtLVCLX<l~ 4.5 :Tt<lQO'UO~EL ·~ :rtQO~AbjJEL~ a:rt6000YJ~ YL<l J.l.LCL 1tEQLo00 :rtQO-

YQCLJ.LJ.LCL'tLOJ.LOU 'tQlWV EtWV yta xa8E J.l.L<l a3t6 'tL£ 'tEOOEQEL<; E1tEV0UOE~ (yQCLJ.l.J.LE<;
:rtQO.LOvtWV) O'tCL :rtA.a(ata 'tWOOQWV OEVCLQLWV. Ot EX.'tLJ.l.TjOEL~ 0.1t00001']£ CLV'tO.VCL-
X.AOUv 'tl :rtLO'tE'UO.V ta O'tEMX'T] Ott 8a O'UVE~<lLVE, av 1tQOOOQJ.l.O~CLV 'tt<; E:rtlXELQY]-
OtCLX.E~ 'tOU<; O'tQ<l"tTJYLXE<; YLCL V<l <lvtbj.lE'tW:rt(OO'UV <l1tOtEAEOJ.LO.tL%cl t:L<; ouv8l]xec;
'tl)~ ayoQci<; OE %08£ OEVclQLO. rL<X EnE!;T]yT]I.lCL'tLX.OU~ AOyOtJ~ OL J.LEOE~ E:rtEVOUOE~
:rt<lQOUOL<i~ovtaL m.ov nCvaxo. 4.5. AvaA.m£~ 'tl)~ EtCLLQEWS l.lE'tEtQE'IJlav 1:0. OEOo-
J.LEVO. 'tO'U nCvo.x.a 4.5 OE eva YQUcpl')JUl am5<5o01']<;-%LV0UV01J nou :rtCLQOUOLO~E't<ll
O'tO QXTjJ.LO. 4.14 X.CLL XCL'tO.OX.EUO.O<lV 'tO «CL:rtOOO'tLX.O J.l.E'tW:rtO» yta 'tl<; 'tQEXOUOE~
tn:EVOUOEt<; 'tl')~ E1tLXEtQ'l10l<l%1'j~ J.LOVUO<l~.
4. Na ex·nwjaovv TrJ axiOrJ (trade-off) ~-terasv xtvovvov xat an6t5oarJ~.
Ta O'tEA.EXl'] 'tl)~ Monitrol YQlJYOQO. avayvo>Qtaav 6'tt ll e:rttvOuOl] O't1'JY :rtQO'tovtt-
x.l] YQ<X!!J.L-rl3 (LuO't-rl!J.Cna EMrxou) :rtQOOEqJEQE XCLI.ll')A6'tEQE~ ano06oe~ oE OXEOlJ
~E 'tt~ E:rtev&uoetc; <Ytt<; yQO.J.LI.liS 1, 2 x.m4 xm 6'tt EXEL 'U'IjJl']A.6'tEQT} OtaXutJ.O.VOlJ an6
'tt<; EJtEVOUOE~ 1 xm 4. A-utl] YJ :rtAl)QOqJOQ(a W8f]OE 1:a O'tEAEX'I') 'tf]<; Monitrol va
tl;t,;aoouv 'tQ6nous J.LELWOl]<; twv noewv nov tCxav Ota'tt8tC yta 'tll yQCLtJ.J.l.Tl ,;wv
LUO'tl)J.Lcl't(l)V EA.EYXOU.
170 78
A~1o..\6yncn npoi"ovnxoil xaprorp11l.axio11 ~
E:Dipa 4.14
Torm6pxov
xaprrxpul!eooo m~
Monitrol
50
• 2
~
6 40
./
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20
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10 3
0 10 20 30 40 50
K(v6vvoc;
'£TTp.dWQ'Tj." To ep.{Jal!6v TOV 7<VI<AOV oetx,vet TO p.iye8os TT/S enevOVO'I'JS

ll'lyrf: Cardozo & Wind (1985)
Ot avaf.:uoe~~ 1wv oevaQCwv, -ca wtmeMoJ.tm:a -cwv onoCwv auvo\jJ(toV'tm

mov nCvaxa 4.6, ~oTj8l"}oav 1:0 1tQOOW1tLx6 'tll~ Monitrol va 1tQOO~LOQ Cau V EE~
YQClJ.lfLE~ 1tQO"l6V'tOS n:ou Cl1taL'tOUVl:av yLa 'tl1 ~EA.'t(WOY} -cwv Cl1tOMoswv av 1tQO£-
xvmav -ca OEVUQLa (f ) Tj (6). Av nQOExume 1:0 oevaQLO (r) -ca O'tEAiXTI Tj8EA.av
YQClJ.LJ.LES 1tQO"l6Vl:~ ~UOLOJ.lEVE~ O'tTl vea 'tE')(VOAoyCa, aAM. J.lTI OX£1:~6J.lEVE~ j.l€ 'tO
aUO'tl}J.lU 'tOtJ X.'UQl.ciQxOU UVl:aywvLO'trj. Av 1tQOEX'U1ttE 'tO 0£V6.Ql0 (6), ta O'tEAE')(Tl
1tQOE~AE1tUV 'tl}V avayxTI yLa VECl1tQO.LOVl:a ~aOLOJ.LEVO O'tl"}V tJ1tclQ')(O'UO(l tE')(VO-
:A.oy(a, tE'tOLO OJ.lros n:ou va e;-umJQE'toUv ayoQ£~ O'tL~ onoCes TJ au~-t~m6rr}ta j.A.E
,;a OUO'trjJ.lata 'tOU xuQ(aQxou aV"taywvtO'trj Tj-cav 1-lll Ol}J.lClVl:L?<.Tj. I1aQ6:A.o nou ta
O'tEAE')(T} Tj:A.m~av 6n OL VEE~ YQ<XIll.lf~ ea X.EQOL~av Cl1t0560EL~ 'tO'UAa')(lO'tOV 'tOOO
'UlpTJM~ 000 0 J.lEOO~ 6QO~ "CO'U ')(OQ"COq>UACl?<.(OU av 1tQOEX.'U1t'tUV "CU OEVUQLU (A)
Tj (B), OUV£LCST}'t01t0tT}OUV 6-ct J.lLU tlhOLa E1tL1tQOa8E"CT} Cl1tClt'tf}Ol"} J'LO E1tEV~OELS
f.L1tOQE( va naQetewe 'tL~ nQoona8eL£~ av6.1t'tu~Tl~ x.m va au~awe 'ta e£o6a xm
E'tOL ~ev £1tEJ.lELvav a' am6.
79 171
Ilfvaxac 4.6
flpoj3l£n6pevO<; ano66os1~
KQl OlOKUJ.lCJVOSl~ an60oon~
}110 4 snsvouasl~ npoiovrwv/
ayop(l)v YlO 4 61a<pe>psr1Ka
asvapla
0.60 0.45 0.20 0.10 0.34 0.23 $250
0.80 0.75 0.25 0.10 0.47 0.35 $750
0.35 0.25 0.10 (0.30) 1 0.10 0.29 $1500
0.30 0.25 0.10 0.05 0.18 0.12 $500
1= Z1J)J.ia
na
2= X{?TJQt)to:rr.orrj&qJtav w~ O'l!VTeJ.emi~ m6.8)UQTJ~ TTJ~ )tEQTJ~ a:rr.6oOQTJ~ e:rr.ivfrvQTJ~. 1ta{?dt5etypa, TJ piQTJ a:rr.oooQTJ enivovQTJ; TTJ~ emxttQTJ)J.aTtxrj~ povaoa~
vnoA.oy~eTat w~ eslj~: 0.34 (250!3000) + 0.47(750!3000) + 0.10(1500!3000) + 0.18(500!3000)=0.23
3 = E:rr.etOI] ra oreUm 8u.fJ(}YJaav iote~ -rt~ :rr.t8av6rTJTe~ tprpdvtQTJ~ amwv -rwv -reaaaewv atvaQ{wv, ex-rf)ll}aav TTJV )ITJ <na8ptapiv1J wmxlj an6x).tQTJ TT/~ a:rr.ooo-
QTJ~ yw T1JV emxetfiTJ)lat:txrj ).tovaoa w~ t~lk:
a) (0.48·0.23l + (0.39·0.23/ + (0.15-0.23/ + (·0.11-0.23l = 0.2101
{3) 0.2101/(4-1)=0.07
y) 10.07=0.26
lltmf: Cardozo & Wind ( 1985)
80
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Nto npoi'ovt!XI\ VP<lllllll 1

(Nta u:xvoAoyia) 0.45 0.30 0.55 0.30 0.40 0.12 $250
Nta npoiovrua\ ypalJlJI\2

(Ynapxouoa n:xvo!oy{a) 0.20 0.35 0.15 0.50 0.30 0.16 $250
Orrrrf: Cardozo & Wind (1985)
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OJtOOEXTTl :rcoooat~a(o. OJtOOO<Jll (hurdle rate) 'tO'U 33%.
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4.4.5 Anocpaaf!l~ nou unya~ouv ano tnv a~to.A.oynon

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va axo~M:n:Et cre j.J.Lo. LO'OQQ03tta !J.E"ta;"\J ev6<; OL<X<pOQ03tOLfiJlEVOU (diversified) xat
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174 82
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O'lY'f: Wind ( 1982)
83 175
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176 84
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'tOU Mava't~~Evt ~EXWQ~OUV ·ra.
J.LOvtEMl wv Tushman (1977), Burgelmann (1983) xat Van de Yen et al. (1989).
L'tO EQEWTj'ttxO Jt£0(0 -cou ~LOIJ.TJXUVLX.OU <JXEOLUOJ.lOU xatayQaq:>OV'tat ta J.LOvtEAa
wu Pugh (1983) xat trov Pahl & Beitz (1984), evoo an6 -co xc6Qo 'tOU J.10QXE'ttvyx
a~~u va a.va.q:>EQ9ouv -ca J.tOvrEA.a trov K otler (1967), Cooper & Kleinschmidt
(1986) xat Urban & Hauser (1993).
5.2.1 Ba01R6 povt£Ao
To ~amx6 J.l.Ovr£A.o 'tTJI!; Booz, Allen & Hamilton (1968) rutO'tEAEL'ta.t arc6 •a
ax6A.otJ9a £l;t O'taOta:
1) 4L£QeUV110TJ (Exploration) - T) EQtuva yta cruA.Aoyt1 LOEoov yta v £a JtQo·.:6vra
nou 9a lXUVOJtOLOUv tOu~ O'tOXOUS tT)S EnLXELQT)O"l'JS·
2) «B£0Uil.£-yJ1a» (Screening) - J.lLU yQl}yOQT) avaA.-uOl] ytCL va Ol£\JXQLVL<rt£( JtOL£1!;
U>tts a.l;a;tt va. 'tUxow J.llU.!!; AElttOJ.lEQEO'tEQl]!!; avaA.-uOl]c;.
3) EntxetQ'flJ.La·nxt) avciluoq (Business analysis) -l] EJtEX'tUOl] tTJS totas ot
J.LLU 0\JyXEXQLJ.lEVl'j EJtLXELQT)IJ.CL'ttXl} JtQ6tUOl] JtOU JtEQLAUIJ.~QVEL TU JtQo'iOV'tLXO
XOQa'lm)QLO'tLX£ac; OE £va EtOLJ.l.O JtQo"(6v, 1:0
ono(o IJ.ltOQEC va JtUQUX9EC.
5) .10?CLJ1tl (Testing) -'tU EIJ.ltOQ~XQ JtELQcl!!U"ta. JtO\J €LVCL.l U1tCLQU(ll)'tU yta VCL
EJtt~t~ULcOOO\JV "CL<; UQXLXES EIJ.ltOQLXES JtQOOJttLXES 'tOU JtQOI6vtas.
6) EJ~.JtoQtxt} EKIJE'tallroo'fl (Commercialization) -JtAllQTJS naeaycoy, xm ewa-

yroyl} •ou nQo.i6vros O'tl'JV ayoea.
182 86
MovrtAa avanw{n~ xa1 xaprorpu.Aaxiou vtwv npof6vrwv KaJ unnpcou~v
~E J.LLa J.LEtayev€atEQTJ J.LE/..trr], lJ Booz, Allen and Hamilton (1982) nQ6creWE

tva £~c30J.LO om&o O'tl]\1 aQX.~ TTJ<; &talMtaO(O£, 'tlj\1 Av<ircru~l1 ~'tQ<nl"lYIX~<; Neoov
llgo"L6vtrov (New Product Strategy D evelopment), 11 o100Ca xa8oQLl;Et £7ta.XQL~W<;
'tL<; <JtQa'tljyLXE<; E1tLX,ELQl]!J.OtLXE<; OJtatulOEL<; 1tO'U xaA.O'Uvtat \IQ LXQV01t0Lll00'UV
ta v£a ngo'i6vta.
5.2.2 MovtiAa avamu~n~ vewv npo16vtwv an6 to xc;,po

tou pavat~pevt
~tov Em.crt'TJJ.lOVtx6 x.<l>Qo wu J.LclVat~!1£vt, o Tushman (1977), ~aOL~OJ.lEVO<; OTTJV

EQyaoCa tOU Marquis (1969), 7&QO'tELVEl eva !AOVtEAo tQLW\1 cpaoerov:
... rewr]Ol] LOEWV
"" ErtO.:uo'l] n:Qo~f...li~-tmoc; xm
"" EcpaQJ.loy~
Kata "tl"j\1 TtQ<im] qxi01"]1tQO?WmEL, t&Ea yta tO veo JtQO"t6v I I ETCLAOOT] JtQO~A~Il~
0
n:EQLMJ.l~VEL t~ tEXVLXi<; OQOOTTJQL6tl]tE<; llE t~ ono(f:<; J.lf:"tatQ€n:Etat 11 L&€a ylO. "tO

JtQOi:6v OE Eva rrA"I'jQro<; OVEJttUYJ.lEvO JtQO.Wv, EVW l] qxiorJ TTJ<; EqxlQJ.l~<; O.qx>Qa 'tTj\1
n:t).onx'll MQOyroy~. 'tlJ &oxtJ.l~ xat TTJV Etoayoo~ tau veou JtQO"i6vtoc; OTTJV ayoQ<i.
/\Cya X,QOvta agy6tEQa, o Burgelmann (1983) x.agm<.tl1QLl;Et 'tl') &ta&txao(a
avaJttUsll<; roc; !ALa «WMEQLX"I'j OlO.Otxao(a EJtLX,ElQlH.LatLXTj<; XO.lVO'tOIJ.Lac;» (internal
corporate venturing (ICY) process). H ouyxEXQL!AEVYJ Ota&txaoCa anotEf...EC'tat
OJt6 tEOOEQa O"tclOta:
.,.. E>EOOQ'T]'ttx6 at6.0l0 (conceptual)- yEWYJOTJ t&ewv
.,.. ~taOlO JtQo-xmvato~-tCac; (pre-venture)
"" EmXELQfJJ.La'ttxO (entrepreneurial) cn:<iOLO - av<ircruf;YJ rreo"t:6vtoc; xat
.,.. Ogyavrottx6 m<i&w (organisational) - uA.on:O(TJOTJ
~UJ.lcprova ~-t£ to ouyygacpea oe x6.8e at<ic3to OU!i!AEt£xouv OtacpOQEttx6. <itOJ.La

xm c3t£V£QYoUV"tat &tacpOQEttx€<; OQa<nlJQL6't'l]'tE<; oe OtacpogEmxa en(m:&a 'tll<;
EJtLXELQYJOT)<;, 'tooo JtaQ6JJ..YJA.a, 6oo xaL &ta&ox.Lxa.
~ta nA.a(ma TTJ<; C&tac; OUMoyt<ntx~c;. Ot Van de Yen et al. (1989) :rtEQLYQ<iqx>uv
trt &tabtxao(a trt<; xmvOtoJ.l(ac; OOf; J.L(a axowuera tQLWV !;EX.OOQLO"twv <nao(rov:
.,.. To at<i6w trt<; tOEa£
... To at<iOLO "tOU OXEOLOOJ.lOU (Tj 'tl')<; avantu!;'l]c;) XOL
.,.. To m6.6to TTJ<; uA.oJtoCfJOTJ<;
87 183
~ KE~Al\.AJO
5.2.3 MovttAa avamu~n~ vtwv npo16vtwv an6 tO xwpo

tou j)Iop.nxavntou oxr: ~1aopou
0 Pugh (1983) EXEL av01tt'IJ;eL to «MovttA.o 't'I'J~ ~QUO'tT]QL6tr)ta~ ~XEOLUO!!OU»

(Design Activity Model) -co onoCo aexitet xm tEAELWVEL O't'I'JV ayoQa, avayvw-
eCl;ovta~ OtL 0 axe&tacr~t6~ ev6~ VEOU neo'L6vto~ eCvm j.l.(a mavaA<lJJ.~av6~tEYr]
Ota&txaaCa xm 6tL TJ OLaoUvOEOTJ twv t:1tt!J.EQOU~ OQUOtTJQLOtt]twv ECvm XQLOL!LTJ
yta tO EltL't'UXE~ <lltOtEAEOI!<l tT]~ OQUO't'I'JQL6n)ta~ tOU axt:l)tacr~tOU. Ta 13aatx<i
atciOLa tOU !!OvtEAO'U ELVaL ta el;t'j~:
.,. AyoQ<i (market)
.,. fiQoaOLOQ LOf.l6~ 1tQOOLayea<p<.Ov (specification)
.,. ~xe&taaj.l.6~ tOea~ (concept design)
.... .t\.E3t'tOJ.tEQE~ CJXEOto (detail design)
.... rraeaywy~ (manufacture) xm
.,. fi<.OA.T)OT) (sell)
IIa.eo~.toCw~, m Pahl & Beitz (1984) un;oOtTJeCl;ouv 6tL T) OLa.OLxaaCa avWt:tus11~

t:Cvm t:nava.A.aJ.$a.v6~.tt:Yr]JtllYUCvovta~ aJt6 tfl!J.L<l OQO.OtTJQLO't'I'Jt<l O'tT]V <iAATJ xat
n;UA.L O'tTJV JtQOlJYOU!LEVTJ oeaOtTJQL6tf1ta, av XQELaateC. Ami~ m oeaOtTJQL6tT]te~
ELV<lL OLax6A.ou8e~:
.,. Anoaacp~vtOT) aJtOO'tokt'j~ (task clarification)
.... E>t:WQT)tLXO OXEOLO (conceptual design)
.,. LXEOto evcrwJ.t<itwOT)~ (embodiment design) xm
.... At:Jt'tO!LEQE~ oxtow (detail design)
5.2.4 MovttAa avamu~n~ vtwv D.POlOvtWV ano tO XW.PO

tOU Pcl.PlU:tlvyK
An:6 tou~ nQ<.Otou~ JtOu aaxoA.t'j8rJxav J.tE tT)V av6.3t't'USTJ vtwv neo'L6vtwv ato
~t<iQxEtLvyx eCvat o xa8T)Yt'lttl~ Philip Kotler (1967). Ivj.l.cpwva J.t£ to ~tavt€A.o nou
JtQOteCvu, TJ OLaOtxaaCa avWt:tu;TJ~ vtwv 1tQo'L6vtwv an:meA.t:Ctat rut6 oxt<.O enL-
J.tEQou~ at<icka:
1. rtWllOTJ t&ewv (idea generation)

2. «SEOt<iAeyJ.tO tOEWV» (idea screening)
3. Av<in:'t'Usll iwota~ xm OoXLilii (concept development and testing)
184 88
MovrtAa avanw{nq xa1 x apro<puAaxiou vtwv npoi'ovrwv xa1 urrnpeo1<liv ~
4. 1:-cQO.UJYLXTj ~-t<iQXe'ttvyx (marketing strategy)

5. EntXELQlJilO.'tLXTj O.VaA'UO'TJ (business analysis)
6. Av6m'U~f11tQWt6Tun:ou 1tQo"L6vtoc; (product development)
7. Ej.UtOQLXTj ~OXLJ!Tj (market testing)

8. Ej.UtOQLXTj EXf.LE't<iUE'UOTJ (commercialisation)
0 Kotler tCvm o :rtQW'toc; n:ou x<lvtt oo.qn'j o.vo.<poQ<l O'tl]V O'tQ<mJYLXTj f.L<lQXE-
·nvyx we; €vo. ~EXC.OQLO't6 o-c<i6Lo ata n:},.a(ma UJc; ~taOtxo.oCac; ava1tt'U~l]c; xm "t'Tjc;
Etao.ywy1'jc; ev6c; v£ov 1tQ0'(6vtoc; O'tT)V o.yoQ<i xm f.LaALO'ta -ro tvt<iootL O'tL£ 6QaO'tl]-
QL6'tlJ'te£ :7t0\J 1tQOlJYOUvtaL "t'Tjc; avrurru;lJc; 'tO\J 1tQWtonJ1tO\J (product development)
mate 0.\J'tO vo. EVOC.Of.LO.'tWVEL'tLc; XO.'tO.yeyQO.IlllEVE£ o.vayxtc; 'tfl£ ayoQ<ic; XUL VO. 'tLc;
LXO.V01t0LeL f.LE f.LOVO.OLXO 'tQ01tO.
Entx'tE(vovtac; 'tfl 00\JAeui 'tO'U Kotler, m xa8lJ'flJ'tec; Cooper & Kleinschmidt
(1986), OL 01tOLOL OlJilELW'tEOV 0.1tO'teAOW O'IJO ruto
'tO'U£ 1tOA'U)'QO.<p6'tCl'tO'U£ eQE\J-
VlJ'tEc; at 8€~-to.to. o.v6mu~c; v£c.ov n:Qo'(ovtwv, 1tQO'ttCvow £vo.~-tovt€A.o o.vamu;flc;
OexatQtrov o-caoCoov 1'j OQO.O'tT)QLO'tfjtwv. H n:eQLYQO.Q)rl twv em~-t€Qouc; OQO.O'tT)QLO-
'tfjtc.ov 1tO.QO.'tt8E'tat atov n:(vaxa 5.1.
T €/...oc;, t o n:Mov 1tQ6acpm:o tJ.OvttA.o o.vcim'IJ~flc; vf.wv 1tQO'L6vtc.ov n:ou 1tQOOO-
J.LOL<i~EL tJ.E 'tO IJ.OV'te/...o 1c.ov Cooper & Kleinschmidt (1986) TCQO'tELVE'taL an6 touc;
Urban & H auser (1993) x.at 1tEQLAO.IJ.~6.vEL to. ax.6/...ou8o. n€v-ct at<i~ta:
..,.. Avcim'u;fl LOtrov xm «;e6L6.A.eyJlm>
.... llQ000LOQLOjl6c; E1tLXELQl]jl.Cl'tLXTjc; X(lL ej.UtOQLXl'jc; E'UXULQLUc;
..,.. T txvtxl'j av6.1m.J~fl
..,.. ~O?<.LIJ.l'j rq~o·LoV'toc; xm
.... Ej.U'toQLXtl eX!J.E'tOAAE'UOl] 1tQO.LOV'tO£
H OtaqJOQ6. W'U llOvtEAO\J amou Cl1t0 'ta 1tQOTJYOUIJ.E'VO. O'tO XWQO 'tOU IJ.<iQ?<.Ettvyx
tCvm 6-ct owou6.~EL 'ttc; OQUO'tlJQL6'tT)'tEc; yEWlJO'I'Jc; tOEmv xm «;EihaMy~J.atoc;» OE
Eva o-c<iow X(lL E1tl1tAEO'V OE'V (lV(lqlEQEL se?<.<i8aQO UJ O'tQO.'tl)YLXl'j avcim'u~T)c; v{.wv
1tQ0'(6V'tWV X.aL 'tl] O'tQUUJ)'LXTj !J.6.QX.E'tLvy?<..
Hvat cpaveQ6 6-n, n:aQ6A.o rrou •a 1J.OVt€A.a rrou ttaQOuaL<iO'tl)xav &tacpOQ01tOL-
ouvtm c.oc; 1tQOc; tOV CtQL8~-t6 'tC.OV ataoCc.ov 1'j cp6.0EWV 1t0\J 1te(>LAUIJ.~6.vouv, OE EVO.
'J.l.Ey<i/...o ~a8116 ~ao~Ovtm atov j.lOvt€A.o o.v6m'u;T)c; 'tlJ£ Booz, Allen and Hamilton
(1982).
89 185
KE4>AJI.AIO
ntvarac 8.1
Empepollr;;
(JpaornpJ6mrer;;
avt:iml!~nr;; l. Apmc6 ~c~llclAeypo• (initial H apxoo\ an6qlaon on6tc Kru anoq>aoicntU«: n xatavop.r\
--------- screening) n6pc.w amv npot£JV6jlevn 100a vtou npo16vte<;.
-------------------r-------------------------------
2. llpoKatoptetUCI\ epnopual eKti- Mia apxoo1 ypnyopn Jlcltm m~,; ayopci~_;.
pnon
3. ITpoxarap!Ct110l t&XVUCil £Kt1pnon Mia a{lllllci &Ktfjlnon twv n:XVU<wv ewoAIWv x01 ~uoxoA!wv
T0\1 v{:ou DPQlOvtO!_;.
4. AvaA11!11alpeAttn ayopci~.;/ 'E.P£UVa p6put1vyx n onofa m:p1Aapl}6.ve1 tv~ U<av6 15ciypa

tpeuva ayopci~_; &J)WtWilE:VWV, pia lllai!U<ooio OIJcrtt\patllCOU OXE:~1aopou KQI
011lloyn~_; atOIXelWV OliO mv ayopcl.
5. EillXE:l.PIIllatuaV Mia xpnllatoo!Kovojlll(l\ n&DIX£1J)npatoo\ av<lhucm n onoia

X.{)II}lQTOOllCOVOpl.l<l\ avcJA.ucm ollnyef 0£ pia an6q>acm ouvtJuon~,; n jln (go/no go decision)
ri.!)lV tnV QVQmU~n 1011 Dj)OlOvtO!_;.
0 ri.POVllatllC6!_; OX£15laop6~ KQl n avamu~n 0011 ol5nyei n.x.

oe tva ~clVIIO npo16vto~_;.
7. llo10p.r\ npoi6vto~_; evtOI.; E:ri~X£1- H OOlOp.r\ t0\1 npo16vte<; ate epyacrtllj)IO n KQTU> OliO eAEyx6-
pnon~.; }l£V&!_; ouvenu~.;.
8. ITpo'iovtU<of eAEyxo1 ere nel6t~ H OOlOp.r\ T0\1 npo16vt01_; Kate..> an6 IIJ)QVllatU<l:~ ouvellKe~
ayopa~_;.
9.llol0pacrtoo\ nWAnon H OOlOp.r\ t0\1 npo16vt01_; oc Eva DCj)IOj)lopCvo n150l<lpOatllCO

ap18p6 neAatcilv.
10. !o10paatll0'\ napaywyn H oolOJlaatoo\ napavwvn VIO va eM:yx9ow 01 napaywyll({:~_;

cyKQTQatQ0£1~.
11. Enoo:lpnp.atual. av6Aucm npxv H xpnjlatoollCOVOjlll(l\ n £IIIXClpnpatlK!l av6Auan jl&TQ mv

mv £JOaywyn atnV ayopa avamu~ t0\1 npoi6vt01_;, aAAa n~v an6 TO Aavooj)lopa T0\1
amvayopci.
12. llapaywyn npo16vtC~.; eupefa~_;

x.AfpOKal,;
13. Eupefa E:loaywyn omv ayopa 'Eva ollvoAo auyxCKplptvwv ~paatnj)lotntwv Vla to npo16v.
ll1JYtf: Cooper & Klei11sclrmidt (1986)
5.3 Movrt1a Avarrru~n~ Ntwv YrrnpeouJv
H bLaqx:>eon:oCTJOTl llE"tU~ wv I!OvtEA.wv av<imu~TJ~ n:ou aq>oeouv vEa neo~-

6vta XO.L j.lOvtEAwv UVWmJ~T]~ 1tOU UVUq>EQOvtaL O'E VEE~ 'U1tT]QEO'LEc; 1tT]Y<il ;ELcm6
'tl)V ai.i/..6'tl)m (intangibility) 'tOOV 'U1ti')QWlOOV T] 01t0La unayOQEVEL 'tl)V EVU<JXOAl]<J'Tl
186 90
MovrtAa avarrnr~n~ xaJ xapro~u).axioll vcwv npoi'ovrwv xa1 11nnpcauJv ~
J.1£ E;Et&utEUj.I.EVE<; OQOO't'TJQI.&nrtEc; x<na 't'l'JV &taotxao(a avdm:uMc; -couc;. fLO -co
f..Oyo OU't6 X.OL 01:1.<; E:7t61!EVE<; od.(OE<; :7tCtQOUOLOtOvtOL ;EX,WQL<J'tO 'tO j.I.OvtEMt
avdm:u;TJc; v £wv \J7t'I]QEOLC.I)v.
Ta llOvtEAa amd 1tQOEXu1j!av <Vt6 Ef.L1tELQutll EQEUva xat 'tet :nEQtoo&EQO, 61t0.><;
<ill.<ootE x.at O't'TJV :nEQlm<OOTJ av~c; vtwv :7tQOb6vtwv, ~aoU;ovtm <J'tO 1-lOvt€/.o
<J'tOOCwv 't'll<; E'tOLQECac; Booz, Allen & Hamilton (1968, 1982). Ta j.I.OvtEAO ama
:naQoumatovtm O't'TJ ouvtx.ua.
5.3.1 Movtl:Ao Donnelly, Berry & Thompson
Ot Donnelly, Berry & Thompson (1985) tx.ouv :7tQO'tELVEL EVO llOvtEAO ava-
mu~c; v£wv U3tl']QEOLWV 'tO o:no(o a:notEAEL'tOL <Vt6 t;L atdOta, ;Extv<.Ovtac; a:n6 'tr]
OLCtj.I.OQ(j)WO'TJ 'tWV <J'tQCt't'l'JYLXOOV XateuthJVOEWV XOL 'tEAEtWVOvtac; j.I.E 't'l'JV ELOaywy~
't'T)c; v£ac; U:7tT1QEO(ac; <J'tl']V ayOQO (OX.~ !let 5.1).
E.rtipa 8.1
MovrSAo avcinru~nc; vi:(;)V
rmnpeol(JJV rwv Donnelly,
Berry & Thompson
'
EtoaywYJ1
To <J'tOOlO :7tQ000LOQLO).lOU 'tWV O'tQ<l'tl']YLXWv xa'tEU9UvoEwv (strategy formula-

tion) acpOQO 'tOY xet90QlOf.l6 't'l'J<; O'tQCt'tTJYLXWV m6x_wv :nou 9a :7tQE:7tEL va E:7tltEU-
X,9ouv J.tE 't'l'JV avam:u;ll 't'll<; v€ac; U3tl']Qto(ac;. H OteQEWllO'TJ (exploration) avacp£-
QE'tOL (J'tllV :7tQOO:na8€LO TtOU 8a ltQE:nEl Vet xataf3ATJ9EC yta 'tTJ O'IJYXEVTQWO'TJ lOEWV
91 187
Z6 881
!t.l,rnJ,T>m:I
t
~Thxov
"o/LLPY.1\1Xl1\l ~tu.ltpAtl
1n'X Sn).o3otnm o111~x~
t
Uoo'(9A\i
Agl3Q'l
t UoUMii-J
ep~~
DUTllal[:JS 'UOSUC[O[
A(l')l A~l08cfU1Jfl Aro:JA
5U]IlllJl?AD O'@lAOV'{
Z'9 Dr1J1%:I
'01QY1D 9101oooX3~ 3D m1pA.

-03A.319 5UJ03olutn Stu «!;.rl1xog» LL 119 mx «Uon"(;>Ao ~X1Lorllu)nXu.c3» mx «A<})391
oriA.3'f9193~» AOOJ9010 1\001 Uo(T)I\~11.0.0 J3"(3l.Ol.OO Sl.wn"(;>I\U Slu 019910 OA3ri9A13100u
01119 10AJ3 Sam Sj~oodlolQ 53A9rl 10 ·uosdwoqJ, ww~g '.\u~uuoa A(T)l. O"(?l.II.Orl
OA3rlo,oA.uoChl 01 3ri S3l.l.u91orlo Sj!"("(Ol! 13~91onooou '(z·s m1!f.Xo) mgyw Snoo~rl
w
-1lt31~jl 1 3A'9~0"(103lt nOll '(9861) llP!t!O ilu!n~tPS 'uosu11or A(T)l. O"(jll.II.Orl OL
epref> "'611p1aq:)s 'uosuqof OY:JlAOW Z"&'S
·pooAo Alll.O
SX>J03olutn Su:1 ~(T)A.oon 1\tu 311 1X>l3A<})Clu"(XO"(O su~rouy"o o)oox19019 H ·y<JoA.o
AluD Slu ~rhx()(} tu 1ox SoJ03olutn Slu SI}XoClnl! A<})1DX>X19019 A(T)19rlon1g3Xo 01 311
St>J03Cllutn Stu. ~nmpAo Aluo po(T)XoCJu l.wllo)3X1l!3 u ' lu.o9x m. 9uo 00310-"(0A.Jrl
10AJ3 OA. 1Ul3i\jlrinAn 090Djl UL CI.Ol! UO(T)ll!J03lt A.Ul3: ·ngoo9 OA3ri9A.3rioA.o m. 10x
S<J.leox yooA.o Alllo S~AmAo013 1ox Sll~C'U.ltYI\O Sow9x 01. Sqxhoo 1X>l.II.O'i)0019ooou
mx nou9 Sllon."(YA.U S~x11.0Tlllo13X1l!3 Stu 019'910 01 '39rtO"(OXV ·SnoX910 Slu So,ox
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xm MOTIJXrJj.!Eva v€a :neo'i6vta. rta -ro Myo au-r6, o Cooper ava.yvwQU;Et 6-rL YJ
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<¢OTJ e(vat lJ &ta&txao(a "tTIS qrumxljs avcirrnJ!;TJs 1:011 nQo·toV'tO£. l:' auto 1:0 ata&to
J.ll])(.aVtXOL, OXEOtllO'tES XaL crtEMX.TJ ,.Ul(>XE"tWYX OXEOt6.~0\JV 'tO veo :TtQO.LOV an6
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E>a lt(>EltEL OLO OTJJ.lELO au16 va "t0Vt0011J.lE 6"tt, e(vm ~amx6 VO. xa00QLOLOW
n:Qooto.y(>a(j)E£ no.go.ywyljs ot on:oCe<; vo. OOTJYOW crtl"]V av6.lt"tU!;TJ ev6<; rceo·cov•os
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(New Product Protocol). Auto 1:0 1tQWt6xoA.A.o ltEQLYQU<pEt tl] ou~-t<pwvCa M6.QXE-
twyx, R&D xm revtxl}s ~teuOuvOl]<; crxettxa 1-1-e ,;a ax6A.ou0a:
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~ OtacrtaOEI.£ OtE'UQUJlEVI"]<; 1t(>OO<pOQUs (augmented product)
~ )(.(>OVLXTj O'tLYJ.ltl EtOaywylj<; O'tl]V ayOQU

~ anat't"rlOEL<; llU(>XE'ttyYX
~ XQlJJ.lo.'tOOLXOVOJ.lLXE<; O.ltaL"ttlOEL£
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~ VOIJ.LXE£ 01taL"tr)OEL<;
~ anm"ttloet<; emxetQT]Otaxt1s O'tQO.tl]ytxt1s
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M(a OEL(>OO<pE(>OUV XatEUO'\JVOEL<; yta tO O)(.EOLOOJ.l6

vewv n:Qo"l6V'twv xm U3tTJQEatwv txouv n:gata8eC O'tlJ &te8vr) ~t~A.LOyQO<pCo.. To 1978,
OL Choffray ?tat Lilien OE eva xA.o.crt%0, nA.Eov, UQ8QO tous 1tOQOUO(aoav EVIlllOvtE-
~ yta tl]V a!;LOAO"{TJOl] OEVO(>LwV O)(.EOLOOJ.lOU ~LOJ.lTJ)(.OVt%00v 7tQO"l6VtWv (product
design scenarios) xm to CJXEOLUOJ.l6 'tlJS OtQiltlJYtxt1s n:QO"i6V'tOS (product strategy).
To llOV't£/..o am6 :itOU <pEQEt "tTJV ovoJ!OO(a «MOV'tEAo A V't01t6XQtOTJS BtOilTJXIlVLXrlS
AyoQ6.<;» (Industrial Market Response Model) anateA.eC,;m 01t6 'tEOCJEQ<X. Ent!J.E-
264 106
Ercl5Ja avclnru~n~. 5oKJ)Jri~ xa1 c1aaywyri~ arnv ayopa vcwv npoi'ovrwv xa1 IJnnpcaulJv
gou~ !J.Ovt~A.a: to !J.Ovt~A.o EVT]IJ.EQW<Jll£ (awareness model), to !J.Ovt~A.o cmol>oxt1£

(acceptance model), 1:0 !J.Ovt& a"tOIJL'X.~£ a!;LOA.Oyr)OYJs (individual evaluation model)
'X.aL to IJ.OvtEAo OJ.laOt'X.tlc; an:6cpaOYJc; (group decision model). Ka8E eva an:6 ama
'ta J.lOV'tEAa O'lJVOEEL 6.j!Wa 'tl']V ayoQaO'tt'X.Jl O'l.IJ.UtEQl<pOQU 'tl'JS EnLXELQrJO'YJS IJ.E tva
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yYWOYJ 'tou QU8J.LO'U an:oooxt1c; OJt6 'tlJV ayoQCou.
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m Choffray xm Lilien e&et!;av x~ ,;o !J.OvteA.o ano&ox-tls j..UtOQEC va t'X.tLIJ.llOEL
tvalla')(."(L'X.oU£ OXEOtaOIJ.OU£ (design trade-offs) ~te ~aOYJ 10 ~a81J.6 an:o&ox-tls tOU£
wt6 n]V ayoQ6. (market potential). To OX'Illla 7.1 OELXVEL uc; OXE'tL'X.E£ xa!J.1t\}AE£
aOtacpoQCac; (curves of trade-offs) tOU IJ.EYLO't01J aQXL'X.OU 'X.60'tOV£ EXEVOUO'YJS (tLIJ.llS)
'X.m 'tlJ£ tMXLO't'YIS avaJ.Ltv61lE"lJS ~w'lls twv O'l.IO'tl'JIJ.<i'toov 'tiJuslJS·
Edpa 1. 1
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350
6,0 8,0 10,0 12,0 14,0 16,0 18,0 20,0
llqyrf: Choffray & Lilien ( 1978)
'OnW£ cpa(vE'taL, OL E!JrtOQt'X.E£ &uvmO'tljtE<; (ano&oxr'i an:o 'tl]V ayoQ<i) ElVat

rtaQOIJ.OLE<; (2,5%) IJ.E'ta~ EV6<; ~lO~lrJXaVL'X.OU O'l.IO't'l'jiJ.U'tO£ '\j}UsTJ£ IJ.E aVOIJ.EV61J.EVT]
~un112 E'tWV Xat 'X.OO'tO<; $450/t6vo Xat EVO~ O'l.IO't'l'jJ.lU'tO£ J!E ava~tEVOIJ.EVTj ~oo'l114
ttwv xm 'X.60'tO£ $700/'tovo.
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ob'llYTJOE O'tT] 0'11J.LOUQy(a tO'\J DESIGNOR IJ.LOS OtabLxaoCac; un:oO'ttlQL!;T)c; ano-
cp<icrtwv oxtuxa !J.t to oxt6tao!J.6 ~LO!!TJXq,vtxrov 1tQO'i6vtwv (Choffray & Lilien,
107 265
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noo~'llaw;, aUa EnbOTJ£ yLa va anOJ.lO'VWO'EL 'tl.lll!!O'ta 'tTl£ ayoga~ nou 6ev Lxavo-
notO'Uvtm Enagx~ O'U'YXQLVOvta~ 'tO O)(E6La 1tQOL6vt~ 'tWV O'V'tO"(WVl O'tWV j!E TL£
1tQO&LayQOqJE~ 1tOU 'tLeEV'tOL an;6 't<l 'tj..l.llj..I.O'tO ama.
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't£~ (utilities) &Laqx)QWV )(OQOX'tTJQLO'tLXWv 'tWV 'U3tl'JQEOLWV MQO)(ll~ EntO'tTJ flOVLXWV
xm Tex;vtxc.Ov ID..TJQOqJOQLWV 'tWv £QW'tc.O~o~evwv (274 £1t~j..I.OV£~, £L6txoC a£ 8€j..I.O'ta
MTJQOcpOQLWV xaL me~EXWv an6 163 EnL)(El{ll)OEL~). H O'UVUQtllO'TJ XQTJOL!J.61:r}'t~
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au<J"'ll.la'tO~ to ono(o Sa !AJtOQOUO£ va 't'Uxet EUQeCa~ ano&oxt)~. ITag6A.a ama, fl£
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vtwv 0'\JO'tfJj..l.<i'toov (new system configurations). l:Uj..LqJOOVa j..I.E 'tOU~ Wind, Grashof
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Ol)f.LOvtLxa t~ OQ<lO't'I'JQtOtT]'tE<; 'Egeuva<; xm Av<int'UsTJ~ nou ~aa~ov,;m a£ uno-
eta£~, aU<i EOOOO'OV XOL 1t€LO'tLXE<; anavn'jO'EL£ 0'£ EQOO't1)0'El£ O)(E'tLXU fiE 3tOLE<;
Sa t)tav Ot ClV'tLOQUO'EL<; 'tWV ayOQamwv XOL )(QT)O'tWV av yCvovtav auyxEXQLj..t.EVE<;
a~wyf.r;, O'tO O)(EOLOO'f.LO 'tOU :TtQO.LOvtO<;.
E:rtL:Ttl..€ov :rtQOO'OQj..LOy€c; tc.ov j..L£866oov, nou ~aa~ovtm O't'I')V aval..vO'TJ auvo~

xl..'llQWO'TJ~ yta 'tTJ &l')j..t.LO'UQYta 'tO'IJ ~£/..ttO'tO'U O')(EOCou 3tQ0~6vto~, OOtl')'TJOav O"tTJV
av63t't'UsTJ nQoa£yyCa£wv 6nw£ ll J.LE8o&o~y(a POSSE (Product Optimization and
Selected Segment Evaluation) ll ono(a exc~ c<p<lQJ.LOO'tEC ')'LO. 'tO oxdhaOJ.LO J.Lt.a~
OELQO<; ~LOj..I.TJXOVLXWV 1tQO.i6vtWV an6 'tOU~ XAUOO'IJ~ t(J)V 'tTJAE:TtLXOLVWVLWv Xo.L 'tO'U
E~onALO'j!O'IJ yga<pE(ou (Green et al., 1981).
L'tTJ ~L~~LoyQa<p(a OEV umigxouv EVOELSE~ 6'tt •a J.lOvtE~a nou avacp€Q8T)%av

:ltQOTJYOUJ.I.EVW<; j..1.1tOQoUV va XQT]O'Lf.l01tOLTJ8oUV Xat O"tTJV :ltEQLmWO'TJ «nagayooytic;»
'tWV vf.oov U:ltTJQEO'LWV. AvtC8eta, t)(EL ngma8£( TJ nQOO'EYYLO'TJ "COU 1tQOOX£6LaO'!J.oU
'tTJ<; tJitfJQEO'~ (service blueprint) XOL WJll3<iVEt 'tTJ l.lOQ<Plll.l~ «£tx6vac;» 1) <<)(OQ'tTJ»
266 108
Erac5Ja avanrv~n~, c5oxJpn~ xa1 e1aaywyrl~ arnv ayopa vcwv npoi6vrwv xa1 vnnpeau;,v 1J
nou anux.ov~tL OXTJI!a'tLx.6. -co 6w
oUO'tl]JAa naQayroyij~ x.m OLUVOJ.ttl~ tll~ v€a~
U1t't'JQEOCa~. &Colj~ :rtEQLMII!~aveL ,;ou~ Q<St..rnx; 1:rov neA.a,;rov x.m -crov tQyal;o).l£vrov
~9ros; ~L 6AooV "t<OV O'tOLXECroV :rtO'U O'UV8fotOUV "CTJV 1tQOO<pEQOJAEVTJ U1tf]QEO'La.
Ta ouata·nx.6. O'tOLXEW 'tO\J 1tQO<JXE0LaOJAOU !!La~ vea~ U1tTJQEO~ 1tEQLMll!~<i

VO\JV 'tO <JXE0La0!!6 a) 't<OV EVEQ')'ELWv "t~ 01totes; Sa X.ATJ9oUv va x.6.vouv OL1tEA0-
"t£~ "CTJ~ 'U1tT]QEOLa~ 1tQOX.EL!!EVO'U va 'tTJV XQTJOt!J.01t0LtlOOW, ~ ) 't<OV EVEQ')'ElWV 't<OV
EQya~O!!EV<OV :rtO'U ~Q(OX.OV"taL O'tO <<1tQO<J'X.tlvLO» 1taQOxrl~ tTJ~ 'U1tTJQEO(a~ y) l:<OV
eveQyuwv ,;rov tQya~o~-t.lvrov :rtou oev
~QCcn«>vtm mo <<JtQoox.l)vto» :rtaQoxt1s; LTJs;
'U1tTJQEOLa~, J.LE 6.A.Aa MyLa Oev ELVaL OQ<l"tE~ a:rt6 "tOU~ :rtEA<i'tEs;, x.a9ws; x.m o) "t<OV
OtaOtx.amrov uno<J'ttlQL~TJ~ tTJ~ 'U1t't'JQEOias; ( OXtlJ.L« 7.2).
ErziJJa 1.2
Evt(I!Yetllb UeJ.q.:r6v
EuararJK6 aroJXefa
.rPAMMB I:YNMI\Arm:: blueprinting pia(;' vea(;'
lliTilpeafa(;'
E11eyyeu:b e(!ya/;oflfv{J}v trov
Pf!l(J)(OliTal UTO «tr(!Orntt/VIO»
rPAMMH OPATOTIITAt
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Eveeyeteb t(!yal;wtfvwv trov
6lJ'JI {Jef~ovrat uro «;rqouxtfvto»
fPAMMH «EEOTEPTKON» .UEPfAJ:lON
.duulUW11fa vtrtxm/Q~!:
TTJ!: llm](!tof~
fbrytf: ITQ<XJaQpoyJf atroLovelock (2000)
r La 1taQ<i0El'(IJ.a, O'tl]V 1tEQLm(l)O'TJ av<i1t't'UST)~ J.LLa~ U:JtT)QEO(as; "taX'\JI.lE'ta<pOQ<i~

eyyQ6.<prov (courier), to blueprinting Sa 1tQE:rtEL va 1tQOvoeC yLa -ca ax.6A.ou9a:
~ EvEQYEL£~ :rtd.an)v, yLa 1taQ<iOELy!J.a, :rtW~ J.LTCOQOUV va sTJ-ctlOouv "CTJV U1tT]QEO(a
(n.x. LTJAE<p<OVLX.a, OE 'U:rtOx.a'tUO'tTJI.la tTJ~ EnLXELQTJOTI~), 'tL 1tQOE'tOLI.laO(a XQEW~E
'tm va x.avtt (n.x. XQtlO'TJ nax.thou t1 <pax.£1..ou O'lJYXEX.QLIJ.EVrov OtaO'taoerov).
~ EvlQYEL£~ tQya~oiJ.eV(J)v n;ou PQiox.ov'ta&. o-to «nQO(J?(1}Vto», yta xaQ<iOetyf..la,
l..t1'lJITJ :rtaQayyei..Cas, 1tATJQO<pOQLE~ xou J.LTCOQEC va owoouv otov 1tEAatTJ, xaQa-
mmLx.6. nou ex.&c&ouv yLa -cov xeAa'tTJ.
~ Ev£Qyeu:~ £Q'Y«~OJLEV(J)V n;ou l>ev PQtox.ovtaL o'to «1tQoox.tfvto», yLa :rtaQ<iOeLy-
JLa, 1t(l)~ !!E"ta<pEQEtaL 0 <p<iX.EAO~ l.lE 'ta £yyQa<pa a:rt6 'tO OTJf..lE(O 1taQaA.ap'l)s; O'tO
OTJJ.LECo naQ<lOOOTJs, n6oo xQ6vo x.6.vtL.
~ Alal>tx.ao(e~ \JliOOttlQLS"lS 'tTl~ \Jl't"lQEOtaS, yLa rtaQ6.&eby!.la, xw; EV'tOn:i1;t 'taL
TJAE'Kt'QOVLx.6. TJ 1tOQE(a 1t0tl ax.o/..ou8E( 0 <pcix.EAo~ J.LEX.Qb va qJt<lOEL a:rt6 'tOY
MOO'toMa otov :rtaQaAtl1t't'TJ (O"U<J'ttll.la"ta track & trace).
109 267
11 KE~AAAIO
7.3 Mia EvallaKTlKri IIpooeyy1on Avann.1~n~ Ev6~ Neou

Ilpoi'6vro~: Quality Function Deployment (QFD)
H QFD OJtO'tEAe( flLCl TU1tLX, J.tE8ooo flE "Cl'}V OJtOtEAW!LO:ttXOtEQl) ava-

O'X03t6
3tt'\J~l) v£wv rceo"L6vtwv xm EXEL tt.£ Qi1;£<; tl)<; O'tl)V Io.nwvCa. Tito croyxExQLf;l.EVa,
<TtL£ CLQXE<; tl)<; OexaetCa<; "t01J 1970 OL YLOJtWVEtLX£<; <lUtOXLVl)'tO~LOJ.tl)):.av(£<; ava-
yxUO"tl]XCLV va tno8£'t'l'jcrow al!'tT] l'rJ !A-E8ooo, E'tO'L Wcrt£ va J.tet<.i>crow to rcoaoat6
't(J)V EAO.'t'tWJ.tO.'tLXWV 3tQOL6V'tWV tOU<; X(XL va xataOXE'UUO'O'UV n:go'L6V'ta 3t0'U ea
(lV'ta.3tOXQLVOV'taL crtt<; avayx.£<; tWV 3tEACltWV 'toU<;. H E3tLTUXLa 'tT}~ flc86oou ~aoC
tetCLL O't'rJV an:ottA.eaJ.tattx1l O'UV£QyacrCa J.tEt~u twv OtaqJOQE"tLx.wv A.tLtOUQyLxwv
'tf.ll)~to.w l'rJS crtLXEtQl)O'l)<;, l) on:oCa. trn.wyxavttm f.lE tl)V OQY6.v(t)()l] OLa.AEL'tOUQ-
yLxwv OJ.tabwv (cross-functional teams).
'Onw<; qJaCvttm <no crx'111-1a 7.3, OL or-tabes IJ.E"tCXqJQ<il;ouv tL£ avayxt<; 'tl)<; ayoeas
a£ cruyxEXQLflEV£<; Otabtxa.crtLXt<; nQOOtayeaqJ£<; J.tE "Cl'J ~o118tta J.trrteo>v m on:oCE<;
O'UV&Eouv 'tl.£ 3tAl)QO<JlOQL£<; •ou tv6<; O"CaOCou !A-Eu<; <moqxicrcl.£ n:ou Aaj..l~avoV'taL
O"CO m6f1EVO. ITto ouyxexQLIJ.EVa:
Enpa 1.3
Meeo&:x; Quality
Function Deployment
Ea1:i'a lloteS"C1J1a~
t~~~. r. - l
bla~<11l r__j
(House of Q uality)
M€oa
jltt~m)~
I
M1l'fQa
I::xdluxo110u
268 11 0
Erao1a avanru?n!:. oox1pli!; xa1 cJoaycuyli!: ornv ayopa vctdv npoi"6vrtdv xa1 unnpcoJCJv 1J.
Eo'tta llotO't1)'tUS (House of Quality): Ot avayxec; "tl'}<; ayoQO.<; 6nw<; JtQ06ru-
'ljlav an6 eeevva ayoeas oOT)yo'lJv O'tov neooowgto~-t6 ouyxeXQL~-tevwv ..OtO't'll'twv
'tOU 1tQO.L6VtO<;.
Mt)'tQa LX£0W.Of.10U (Desing Matrix): KaBoe(l;.ovtm 'ta XUQUX'tT)QtO'ttxa 'tOU
neo'i6vto<; JtOU aa orooouv O'tO 1tQO"L6v -nc; €JtL8uf.1T)"tE<; LOL6'tr)'tec;.
Att'CO\IQ'Ytx1] Mt)'t~a ~" Mt)'t~a EUrxO\) (Operating & Control Matrix): Kaeo-
eitovtm ,;a xaeaKtlJQLO'ttxa xm ot anm't'rloet<; 'tTJ£ OtaOLxaoCac; n:aeaywy~c; n:ou
ea OOlJYtJOO'UV O'tT)V JtUQUYW'Ytl "tOU mLBUJ!T)'tOU 3tQO't:6vtoc;.
Ta xugta O'totxefa nou xaeax'tT)Qi:Sovv 'tYJ ~-t€9ooo QFD ei:vm 1:a ax6A.ouea:
1) Ka·tav6l)O'Y] 'tl)<; «<pWvtl<;» 1:00 rtEAa'tT) (voice of the customer).
2) Zl}'t0Uf.1€Va xaQUX'tl}QLO'ttX<i an6 'tOV 3t€AU'tlj yta eva XaLVOUQYLO neo'i6v
(demanded qualities).
3) Mumeortt1 'tWV tlJ'toUJ.t€VWV 0€ 't€XVtX<i xaeaKtTJQLO'tlxU-ItE'tQTJ'tE<; 'tl}<; an6oo-
OlJ£ (performance measures).
4) rEWrtO'TJ LOerov yta 'tO xmvoueyw n:go'i6v (Concept generation).
5) Me'ta'tQOrttl 'tWV ..Oerov oe ngo·~6vta (Manufacturing Deployment).
H Griffin (1992), ~am~6j.A£VYJ 0€ f.1La €f.13t€LQL%tl f.1€AE'tl} 35 Jt€Ql:Tt'tWO€WV ava-

m'U~<; v£wv neo·wvtrov an6 emxetet]ott<; twv H.O.A., xate),T)se O'tO O'Uf.13teeao~-ta
6n O'tt<; 3t£QL1t'trooet<; O'tt<; onoCec; e<paQf.160'tT)Xe 11 ev Myw ~-t€9oooc;, TJ ~eA.,;CwOlJ
'tT)<; art60o0l)<; t1wv f.16A.t<; OQtaxt1. Ev ,;omot<; c:Cvm nt8av6 OL emoeaoet<; 'tl}<;
utoBe"trJOlJS f.1La<; te'tota<; IJ.c66oou va IJ.lJV ei:vm EIJ.cpaveCc; O'to ~eaxuxe6vw ola-
O'tlJJLU, aJJ...a avt' amou va ~eA.'ttrovovv O'taOtaxa 1:0 evooemxeLQTJOLax6 xA.L~-ta xm
tt<; OQaO'tl)Qt6'tT)'te<; 'tTJS Ota&txaoCac; av<i.musl]<; n:ou axoA.oueec !J.ta EJtLXELQlJOT)
xm xa,;a auv£n:na va aoxouv 8E'tLXt<; emogaons O'to f..taxeoxeovw oeitovta.
rreayjLa-tL OL E:ltLXELQtlOEL<; :ltO\J exovv eeou 0€ E<p<lQIJ.OYtl f.1E96oouc; 'tOU WJtO\J
QFD ex'tlf.LoUv 6'tt ,;a xuQta :rtA.eovex'ttlf..t(tta 'tTJ£ eCvm ll OOIJ.fi!AEVTJ A.t1'ljlfl a:rt6qxx<JT}<;
nou &teexnm an6 6"-a ,;a A.et'tOuQyLxa 'tiAtliJ.ata 'tT)<; emxeCQfiO!J<;, 11 ogyavworJ
OIJ.UOWV XaL 'I'] V3tOXLVYJatJ 'tOV<; Xat T) aJt0tEAEOJ.tUtLX6tEQYJ QOtl 'tWV 3tAl]QOcp0QLOOV
f.1BOa O't'rjV E:rtL:XEtQYJO'TJ. E>a 3tQE1tEL va <JT}J.tELWBe( 6tt 'I'] O'UVEXtlS V:rtO<rolQLST) an:6
nA.eueas ototXlJOTJS anoteA.eC ouotaO'ttx6 nagayovta emwxCac; 'tTJS ~-te96oou.
T€A.oc;, emxeLQWvtac; J.tta a1JyXQWTJ trov xaeax'tT)QtO'tLxwv 'tT)<; J.tc96oou QFD
xm 'tl)<; naeaoomaxt1s OLaOLxaoCac; av<i:m:u~<; VEWV 3tQO'L6vtwv,, Griffin (1992)
XUtaAtlYEL 6'tt otacpOQO:ItOLOUvtaL OE t!;t <JT)f.1ELU 'ta OJtO(a O'UVO'ljlitOvtaL O'tOV
nCvaxa 7.1.
111 269
KE~AAAIO
IIfvmcar: 1.1
XapaxrnpJCmx6 QFD
l ~· '!..:U: ' ' ·lf,•ll!J, !I
hl!J•. ' ..
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• Jt(•
•
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K QJ napaiJoolOJ<Jl<;
OJQOlKaOia<; ({JdoeCiJV napilln}.n/tal1t6xpovn avc1mu~n ata6J(o)V I:etpo.J.al avc1mu~n
avamu{n<; VSCiJV K6.9e .Aelrou.{)Via elliJ}.tKet01 oe 15laq>Open.lci
IJpoiOVTCiJV 'OAe~ 01 Aeltoupyfe~ ouppertxouv an6 mv ap:al ~aon
An01teit01 n tvl<p1on m~ 15tolxnonc; peta an6

H Ol!aoo opor,Ptttet01 va .hap~avm ano~aoet~
x69e~oon
0115paatnpt6mn:~ pot.P(l~oVtw xm S!evepyou-

Vt01 pe m auvepyaoia 15Ia~opetl!Wv .Aeltoup- 0115paatnp6mte~ avcnf9E:Vtm ava Aenoupyia
VlWV
I:uvmvetlKt~ ano~oe1~ oxetlK6. pe nc; npou:- Ano~aomc; oxetlK6 pe n~ npotepo.totnte~ 01
pc:u6mn:c; onofe~ npota1mouv QIIO Ka9e .Aeltoupy{a
I:uvOVtnoE:!~ epyaoia~ VlO va npo1Mpouv ta napoumaOet~ VlO mv avOKofvwon twv anon:-

anoteAEO}lata an6 Koxvou AeopOt(o)V
llPTYrf: Griffin (1992)
7.4 .lJ.oKlpn Nto!l 11poi'6vrof: (Product/Market Testing)
Mcc<i to crt<i~LO "CTJ~ av6Jrn.J!;r}~ totJ nQ<.Ot6tunov 1tQo'L6vto~ axoA.ov8eC to crt~LO

"CTJ~ 5oxL~t~~· Km<i w m<iotO am61J emxe(Qr]Ol'} nQ001t0.0eC va 5tEQEwtl<JH to ~a0!t6
roto&Qxij~ trov nEAatoov ava<peQLX<i J.1£ to !J.ELY!t« ~envyx tov vtov nQOi6V'to~.
H OOXLJ.Lij otacpEQeL av6Aoya !J.E 'tlJ qyUOlJ tO'U nQo.C6vto~. L'tlJV neQUrtWOl'} nou
avacpeQ61J.«crtE CJE uA.t.x<i nQo'L6vta, «<pOQ<i tov fJ...eYXo x«Q«X'tlJQLcrttxrov tou veov
1tQOWV'tO~ 03t(l)~ ELVaL lJ OL<iQXEta AEL'tOUQyCa~, lJ anooo<nl 'tOU~, lJ O"ta0EQO'tlj't<l
AeL'tOUQyta<; tOU, lJ ')(,(l't<lVUA(l)Olj eVEQYeL<l<,;, xaero~ ')(,(lL 0 EQY<lO'tl]QL<l'X.O~ f'Aey-
xo~ AELtOUQyta~ tou 1tQ0'(6vto~ ')(,Q't(l) WtO <l'X.Q<lLe~ CJUVO!lxe~. Ava<pOQLX<i !J.E tlj
OOXLIJ.~ twv 'U1tlJQEOtrov, EAEYXOV't«L X«Q<lX"CTJQLOtLx<i 6nw~ lJ tax;u'tl]t« naQOX~~
"CTJ~ 'Um}QECJta~, lJ OIJ.OLOYEVEL<l OOQOX'li£ 'tl]<; 'IJ1tl]QECJta<; CJE 5LU<pOQ€'tt'ltt~ XQOVL'X.t~
1teQLO~OU~, xaero~ ')(,(lL OL Otacrt<iCJE~ "CTJ~ ltOLO'tLXtl<; e!;U1tl]QE'tl]Ol]<; 6m:.o<,; yta 1tOQa-
~ELYIJ.<l uA.txa CJtOLXELa, a!;tomCJtCa 1taQOXtl<;, aCCJOl]!J.O myouQW.<;. ITEQ« 6~tw~ rot6
"CTJ l:l()')(,LJJ'I'j twv XaQO'X.'tl]Qtcrttxciv tou JtQO.C6vto~, yCvetm oom~-t~ xm twv urroA.ol.rtwv
OtOtXE(o)v tO'U IJ.ELYI!atO~ 1!UQXE1tvy;t xm O'U)"X.EXQtJ.l.Ev<l 'tT]~ 'ttJ.l.~~ 1tO'U EXEt tE8E(,
t(l)V xavaA.t,o)v btaYOI!tl<; 'X.aL 't{J}V EVEQYELV 1tQ0~0Atl~ (Ot<lcpl'j!J.tCJlj, :rtQOCJWltt'XE<,;
nwA.t1CJEt<;, Ol]J.1.60'tE<; OXECJEt~, 1tQOW8ljOlJ nwA.ijoewv).
' Eva EQO}n]!J.« rtou O'l.JXVU nQO~AT)!J.at(tEL t~ EntXELQtlCJEL~ ECvm CJ€ notE~ 1tEQt-
ntOOOE~ IJ.1tOQo'IJv va naQaXa!J.'IjJouv 'tO CJtaOto "CTJ<; ooxt!J.rl~ O'tlJV ayoQa xm va
7tQOXWQtlCJO'UV 'X<l'tE'U0E(av O'tlJV ELCJOYWYtl 'tO'U 1tQOtOV'tO<; C1tlJV ayOQU. fEVLXa, lJ
OOXLJ.I.tl Ev6~ nQo'L6vto~ OtlJV ayoQa ~Ev eCvm L5taC'tEQ« XQijOLIJ.lJ 6tav:
270 112
Er ao1a avanrv{n9, oox1pri9 x a1 eioayc.Jyii9 ornv ayopa vec.Jv npoi'6vrc.Jv xa1 vnnpeou~v 1J
Ill> To neo'L6v "a~ TJ ayoQa O'tl')V 01t0Ca am:u9we"taL Oev eCvm v€a yta 't'TJV emxeC-
QTJCJ'l'], 6nw~ yt.a naQaOeLYJ.l<l eva oaj..I.Jtouav J.le a.A./..o UQWJ.l<l nou nQOatC8etm
O'tTJV unaQxouoa YQ<lJ.lJ.ltl1tQOt6vtrov neQLnOLTJCJ'l']~ J.lall.LO)v 'tT)£ EntXELQTJCJ'l']~ .
Ill> H anmtO'UJ.leVTJ e1tEVOuCJ'l'] yt.a 1:0 v€o neowv eCvm J.lLXQij xat Ot avaJ.leV6J.leVE~
1t00Atl0EL£ e3tLCJ'l']~ <JXe"tL"a I!L~E~.
Ill> Y naQxe~ !lEYaAo~ xCvowo~ va OL<lQQeuoow E'Uat<JSrrte~ nATJQOqx>QLE~ nQo~
~ avtayrovtatE~ <JXE"tLXa J.le "tO nQO.WV ll 'tT) O'tQ<l'tT)ytxl'j J.l~E'nvyx 'tT)~ em-
XELQTJCJ'l']~ xm va avtLOQaoow UJ.lW<l ELoayovta£ eva avt(mmxo nQO.L6v O'tTJV
ayoQtx"tij) ij va 1tQO~OUV OE Ev£(?yete~ 1tOtJ
ea ~A.a'IJOt!V "tO VEO 3tQOLOV (n.x. EvtOVTJ OL<lCj)rllllCJ'l'], !-tELOOCJ'l'] "tLI-l1'i~ aV"tayrovt-
O'tLXOU 1tQOLOV"tO~).
Ill> M:v dvat eq>tx"tij Myro 'tT)~ q>Uosc.o<; 't'TJ~ ayoQ<i~ "tOtJ 1tQO.i6V"to~, 6nw~ yLa naQa-
OELYJ.lO. O'tTJ ~tOf.lTJxavCa. 'tT)~ J.lOOa.~, 6nou m ,;<ioH~ o-ra. oxeota, ta u¢oflata xm
,;a XQWJ.LO.ta xa.SoQG;ovtm a.1t6 €va.v nEQLOQLO~-t€vo OQL9~-t6 J.lEy..rov <JXeOtaatc.Ov
xm <Sxt an6 "tTJV a.yoQa-o-r:oxo.
Ot 'tQOltOli!E "tO'U~ onoCou~ J.L3t0QEL ea. OLE~axesc TJ EJ.L3t0QL"Xll OOXLJ.l1'i OLa.<pEQOtJV

av<i"A.oya. 'tT)V ayoQa O'tl')V ono(a a.n;sueuvE"tOL w veo nQoi6v.
7.4.1 TUno1 t:pDO,PlKWV liOIOPWVVla KataVaAc.)tJKa npoi6vta
L"tl]V nEQtJttOOCJ'T] 1:rov x.a,;a.va.Aro'ttxu>v 1tQo"t:6vtrov, OL !l€8ooot nou XQlJOlf.L(>nm-

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a) AO?tLJltl \Jno ouv61)xe~ tsOIJ.OLroOTJ~ xa'taC1t1lf.l«'to~ (simulated test marketing).
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!!EAAovtLX" eumywyij cmrv
ayoea ev6s avta-ywvtatL'X.OU neo·.:6vtot:;.
~ 0 Tun:ot:; X<lL OL Ej.l.3tOQLXES EXMOELS MO'tEAOUOCXV 'tT]V xUQb<l 1tTJY~ ~lLOXE'tElJOT]S
'tWV 3tAT)QOqJOQLWV.
~ Mta€s an:6 t b£ £1tLXELQ~<TE LS n:ov eCxav bexteC x<in:ow J.ll}vu~-ta yta eva v €o 1tQo·c-
6v t O'IJ avtaywvl.O'tl} avt€beaaav. Ot :n;/..£ov XQTJOq.LOJtOtoUJ.lEVEt:; <lvttbQ<iOEL£
* av T) ELOaywyrj EV6t:; VEOlJ 1tQO.C6vtat:; X<lL T) allayrj OtO j.l.ELYJ.l.Cl marketing,
6n:rot:; llElo.><J'l') 'tT]t:; 'tLilllS X<lL T) au;l}OT] 'tT]t:; 6taq»llltOT)t:;. .t\(yEt:; !l6VO EJtLXELQ~OEL<;;
<lJt<lvtOUO<lV JLE 'tOY (()LQ 'tQ6JtO bT)/..abrj XOLVOJtOLWV't<lt:; EVa VEO 1tQO.L6V JtOU
<JXE[)(a~av V<l ELOayouv OTI']V a yOQ<i.
7.5.2 Evallwuuu~~ cnpatnV!Ki:~ e1oavwvn~ vi:wv

npo16vtoov cnnv ayopa
O t Easingwood xm Beard (1989) JLEAE'tT]<T<lV t Lt:; OtQ<l'tTJYLXES E tanyroy~t:; (A.av-

O<lQtal!atot:;) VEWV 1tQOWV'tWV OU]V <lYOQeCxvu tLS atQ<l'tTJYLXtt:;
A<lVO<lQLOJL<l'tOt:; JtOU 1tQOObLOQLOtl)X<lV, OL 01tOL£t:;, aUf.lqJWV<l j.l.E 'tOlJS O'UYYQ<lqJE~,
j.l.3tOQOUv V(l ~OTJ &llOOlJV j.l.L<l E't<lLQE(<l V(l EJtLt<lxUVEL 'tO QU6jJ.61JL06 E'tT]OT)t:; EV6t:;
VEOU 3tQ0'(6vtot:; lJ'\j)l]ATjt:; 'tEXVOAoy(at:;, [>(vOV't<lt:; O'tly>GEXQLJ.l.EV<l 3t<lQOOE(yJLat<l.
Rfvarar; 1.3 r UV~:Il'4V~ IIII •· l.!!iliti!''~!il

EvaMrua~~ L-------~~~~~--------~------~~~~~--------~
J
arparn YJKt~ eJaayUJyrl~ 1. E1M:£)TQafa pe Q.Uov~ napavwvou~ lllMoon me; tcxvo.Aoyiac; tou compact disc Qll6
npoiovrUJv lllP11M~ 1.1 XDI\an me; texvoAoy{ac; an6 xowou xwpe mv Philips KOl oe 6.llouc; napayooyouc; 6nooc;
rsxvo.Aoyfa!; arnv ayop6 6Mouc; napay6lyouc; VlO xtimpo ~tnonc; Akai, Hitachi, K.An.
KOl an()f{luyn xataar6.aec.w naA.At.W tcxvo-
AoV16>VKOl pn oup.f,at6mta~.
1.2 Av6rnu~n E:lCDOlli~ npoypapp6.- H Intel ~exivnae to np6ypo.ppa eKIIaioeuonc;
tc.w cite Ollt.lv napay(J)I(Wv nap6po1ac; 6.llc.>v napay6lywv, p6.vartepc; xwm atiVVP<l'Pft
n:xvo.Aoyfac; eire tc.>v ne.Aar6>v xan nou cpu.A.Aaliiwv VlO nc; owartc; xpnoetc; nou n.(Xilrn
emt.Ptna av6rnu~n t exvoAoyucic; nycoiac; na,Pllyoye.
(Technology Leadership).
z. Touoetwm tov upoicm~ GmV ayop{a KQtQOl<CUQ01Cc; Dt.PIC(>CptlaKWv 011011lJlatWV
2.1 llpoatv'Vlon TC.OW atopc.lV IJOIJ lWIVOTOpOUv H/Y IJOU npoa{;yytaav IlpWTQ IIQVetnatlljllQKOUc;
n.(XiltOl (umovative adopters) nou mm\6~ emarftpovec; KOI jUIXQVlKOU~.
pnopow va oup!lOAAouv omv tax6tepn
lilcllioan tou npo16vtoc; &Imp&atovra~
mv yvwpn rc.w \JIIoAoinwv KOI pnopowva
Aeuou.P'llloow ~ xaeo~nymtc; yvcflpnc;:
(opinion leaders).
276 118
ErdoJO ov6nr11~n~, OOKJpn~ KQI CIO'ayc.Jyn~ O'TnV ayopa Vec.JV rrpoi'OVTc.JV Kal l!IInptO'UiJV
2.2 flpoaCyytan T!.lV QTOp(I)V U0\1 Kclv011V peya- ()! emxelptlOCl~ 'ftlAemKOIV(I)VIWV OTI~ HilA UOU
.An xpnan (heavy users) m~ xatnyopfa~ pi:ow twv i.oyaptaopwv nW.:q>Wvwv eiDlCOlvc..>-
t011 npoi6Vl~. vo\lv pe pe86oou~ direct marketing VlO va evn-
pepc.)oouv VlO vta npo16vm.
2.3 flpoai:yy!.on rwv m6pwv nou mvouv pey6.- H Appricot, etmpcia xaraOK£UI\~ nponwtvwv
.An xpfton (heavy users) m~ nponyo6pevn~ H/Y oup.l,latWv pc IBM 6<ave yvc.xn6 to npo16v
n:xvoAoyfa~. m~ oe xpnore~ me;; Amstrad, xma01<£1Jaotpla
~aaucwv Ol.JllJlatwv H/Y.
3. Meit.Km tov p(cntov mo8emoo~ tn~ viia~ H Uniroyal nou Ol.Jllcpwvef va eyxataomoCl VlO
texvoAoyia~ 90 pcpe~ mv peyclAnc;; w9nanc;; tmvia PeTQ-
3.1 .!oKipz\.X(I)pf~ unoxptwon ayop6~ napa ~pel~ tn~ oro epyoor6.mo tou neMm KQI va
p6vo QV unapxellXQVODOfnon. tnv ano01Jpe1 av &v un6pxe1 ~e.Atiwan m~
3.1.1 .!oKipi\ yvc.l.PJ.pfa~ xwpft; ayop6 V!O an6ooonc; Kmucavonofnon an6 mv IW:u.PO rou
x6.no1a xpoVll<l\ nepfol5o. neM.m.
3.1.2 Evoooaan rou e~onAiopou (leasing). H IBM nou npoaq>epel mv ouvat6tma va vo1-
Kia~ouv 01 neA6tec; me;; oxp1.!}6 oAoKAnpwptva
ouornpata unoAoVlotwv.
3.2 Anopp6q>non tou p!OI<ou an6 mv !15Ia tnv H Luz Engineering xataOI<euaotpla nAI<ll<wv
etrupefa. 9ewaotWvVlO 1\lopnxavie~. x6orouc; $2-4 ex.
o xaBtvo.c;, npo9u)lon01eft01 va avaA6.jle1 mv
eyxaraoraon Km mv x~;~non rou ouon\paroc;; evciJ
o neAcimc; anM ayoj)Q~ei nc; unnpeo!ec;; nou tou
npooq>CpC1 OVll VlO tO pnx6vnpa.
4. ADOK'(D.OD VDOOTilP191~ aDO tnv ayopci l:mv Apple D.PIV mv eiOaywyi\ tou Macintosh
4.1 Avayvcilpton KOIUUOonlp!~n an6 tou~ ornv ayoj)Q 01 6.v8pwno1 me;; etru_peia~ eo1vav
mBoonyntc~ yvwpnc;; (opinion leaders) ouvexciJc;; ouvevrcl~Cic;; oe onp001oyj)Q~u~ xru
XQTQ tnV moaywyt\ tOU Dp<llOVlO~ otnv }l(Wora enttpcnavxru m OOKiptl t ou npol6vt~.
ayopcl.
4.2 ~lllOUpyfa ev6c;; image E:111T\JXI\pCvOU H noaywyt\ tou Macintosh ornv ayopc1 K6onoe
npoi6vt~ KOl non }{QTQ~lc.l)lCvOU otnv omv Apple $15 ex. an6 to onoia Olattenl<av $2
ayopci ota9trovrac;; \1q~J\Aa xeq>6Ama KQTO ex.p6vovV!a pia napouoiaon PIOc; npcpac; all6.
mv moaywyfl tou ornv ayopcl. aneq>epav 50.000 napayy&Aiec;; Of: 7 w_pec;;.
4.3 «NOPIPOIIOfnon» TOU npoi'6vtoc;; KQvoVTQ~ H Smart Software Olaq>nPIOE: mv ayopc1 & xpnon
vvwora to ov6pata peywv etrupe~ciJv rou npoypc1ppat~ me; "Smart Forecast" an6
D0\1 ROn SXOI1V 11lo9etnOf:l KQI xpnmponOI· etrupefE:~, on(l)~ n General Electric, Ciha-Geigy.
OUv TO npo!6v.
llrJY1f: Easingwood & Beard (1989)
7.5.3 TaKtutf~ ClOOV(r.)yU~ ri(r.)V Di)OlOvt(r.)V atnV ayopa
To 1996, OL Beard xm Easingwood trt£xtELvav 'tYJV EQEVVmx£~ CLU'tE~
119 2Tl
1l KE<ZIAMIO
OlO<pOQ01tOWUV'taL avaA.oya j.LE 1:0 ~08J.1.6 VEOJ'tEQLOJ.lOU TI'JS ayoQ<ic; (v€a .., ucp~
O'tOIJ.E'Vll) XOL 1:0 ~08J.I.O VEOJ'tEQLOJ.lO'\J nJS 1:E)(VOAOy(ac; 1tOU EVO<.OJ.lO'troVEL 1:0 VEO
1tQo"C6v (v£a 1) 'Uq:llO'tOJ.LE'Vll)·
An6 TrJ CJ'\Yf>tEXQLJ.lE'Vll EQtuva 1tQOExmve 6-ct -ca O'tEAEXYJ J.I.CtQXE't tvyx -ceCvovv
va avan-t'Uooovv -etc; -cax-ctx£c; uoaywyt1c; twv :n:Qo·covtwv -c6ao oe ayoQ£c; LOLW'trov
(xatavaf..W'ttxec;), 6ao xm ayoQ€c; E:n:L)(ELQ'I)<JE<.Ov (~LOJ.l'YJX.Ovtx€c;), axoA.ou8rovtac;
UJV OLMtxacrCa :n:ou aJtEtxovbte-cm mo <JX'J)IJ.a 7.5.
E.rrlpa 7.5
Lllaoncaofa oxcoJaO]..lo6
TQJ(TIJ(c.)v e1aaycuyri~ vtou
npoiovr~ arnv ayopd
'
Ilqytf: BI!Ord & Easingwood (1996)
'
7.5.3.1 ITpoetOl!laoia ayop6~
To JtQro•o CYtaow -cwv -caxnxwv A.avcraQCoJ.la-coc; acpoQ<i 'tTl" :rceoe-cot.J.lacrCa UJS
ayoQ<ic;. Ilot..'\J CJ'\JXVO, am6 1:0 O't<iOLO ~ExLva 6-cav ax6J.1.0 tO JtQOl6v ~QC<Jxe-cm
mo O't<iOLO nJS avOm'U~'YJS· Ot ,;axttx€c; :n:ov J.1.1tOQouv va XQTJmJ.l01tOLYJ8ouv ECvm
'tE<J<JEQEtc;: a) exxroQTJOTJ •ou &txalWJla-toc; XQtlOTJS nJS -cexvot..oy(ac; (licensing the
product technology), ~) :n:roi..11<JYJ -cex.vol..oyCac; OE ciA.A.ouc; :n:aQaywyo\ic; (supply to
other original equipment manufacturer - OEM), y) :n:UQOXtl1tAYJQOcpoQLWV JtQLV
't'YJV eL<Jaywy1) 1:0'U v£ou nQo·covtoc; CJ"tl]V ayoQ<i xm &) e~aocp<ii..L<J11 ELOLxffiv O'UIJ.-
cpwvtrov &tavOJ.l'l)c;.
Ot E:n:LJ.lEQOuc; EVEQYELES JtO'U CJ'Uv&eovtal OE x68e J.lta a:n:6 'tLS :n:aQOJt<ivw -cmm-
xec; JtUQO'UCJI.<i~OV'taL O'tOV Il(vaxa 7.6.
H EXXOOQTJ<JYJ ,;ov &txauilJlOtoc; X.Ql'i<JYJS nJS •ex.voA.oyCac; ei:vm J.I.Ul ,;ax-ctxt1 :n:ou
X.QT]<Jy.tO:n:oteC-cm yta va a'U~OEL 't'Y) X.Qll<JYJ ev6c; v€0'U .U:n:ov -cexvoA.oyCac; (new
technological format).
H JtWA'YJCJT) 't'Y)S 'tE)(voA.oyCac; CJE aU.ouc; JtOQaywyo\ic; E:n:L'tQEJtEl O'tOV 1tOQaywy6
va OLOUJQllOEL UJV :n:A.t1Q11 Xtll<JYJ tllS -cexvol..oyCac;, aMc:l :n:aQUM11Aa va OLE'UQUVEL
tTl" ayoQ<i tou.
278 120
Er661a av6nrllfnq, oox1pn q x a1 cJoa ycuynq orn v a yopa vl:cuv npoiovrwv xa1 llnJtpcouJv 1J
Ot 1tAl)QO<pOQ(t~ :n:ou 1tOQEXOvtaL 1tQW 'tl]V ELOOYOJYll 'tOU veou 1tQO.L6vt~ O'tl]V
ayOQcl EXOUV W~ O'X01t6 va EVl)!J.EQOOVOUV 'tO c5Cx-ruo c5taVO!J.ll~, 'tl.£ OUVEQYO~O!J.EV£~
E1tLXELQllOEL£ Xat 'tO !J.EOQ !J.O~LXll~ EVl)j.lEQWOE~ yta 'tl]V E:itLXEL!J.EVTJ ELOOc50 'tOU
VEOU 1tQO.LOvtO~ <YCT)V ayoQ<i. llQE1tEL va c5o9EC Lc5tai:'t£Ql) 1tQOOOXll O'tl~ 1tAl)QO-
<pOQLE~ :n:ou &i:vovtat £-cot c.l>cnc va au~'llou 1:0 tvc5ta<pEQOV an6 'tl]V <iUTJ :n:A.cuQQC£~ :n:ou o av-caywvtol16~ ea J11tOQOUOE va
EXJ.lE'tOAAEmEL l.avociQovta~ auv<i11a O'tl]V ayoQv OLOVO!J.ll~ J11tOQEL va 9£WQ1)9£C £1tL~E~Al)
!!EVTJ, ELc5LXO O'tl]V 1tEQLmWO'TJ 1tOU l] E1tLXELQl]Ol] ELOeA.9EL Oc !!LO VEO ayOQO.
[=====~~··~~====:]c=========~~~·~~~~~~~=========J nwaxa~7.6
TaKTJ.Krl KOJ
1. EKXcbpnan tou lllKwcbpato~ - EKXwpnan oe p.n npooj3ampc<; ayoptc; eropepOI!f: evepyE:lE:f:
xpnan~ tn~ texvoAoy:(a~ - E10Cwpnan VJ.O VQ eeo&l TQ npatuna napaywyn<; npoE:TOJ}JQOJQf;
- E10ewpnon VJ.a va onllloupyn9ci lllO ClK6va oc e9vu<:o cnineoo rnr; ayopa~
- EKXwpnon VJ.O va npoOevVJ.otel PlO ayvwarn ayop6.
2. Ticbl.non rexvoAoy:(a~ oe - TIWAnon p6vo oe OEM

OAAou~ napaywyou~ - TIWAnon oe OEM VJ.O va au~n9ef o 6VJ.<O<; nwA!loewv
- TIWAnon oe OEM VJ.O va una~E:l np6o~on oe vtec; ayopE:c;
- TIWAnon oe OEM VJ.a va onllloupyn9ci lllO e:evual ClKova
3. napoxn IIAnpo<po.Plcbv nl)IV - Tiapoxn rE:XVlKWv n!npoq>O.PIWV OE: MME nl)IV mv ooaywyfl TOU
tnV E:laayc.>yn TOU veou vtoui!pol6vro~ arnv ayopa
npoi6vtoc; arnv ayop6 • Opyavwcn napoUOIOOE:WV TOU npoi6vro<; nplV tnV e:toaywyn TOU
veou npoi6vro~ arnv ayopa
- Tiapoxn teXVlKwv nAnpoq>ap1wv oe O.PIOlltvec; auvepyat6peve<;
emxelpi\OE:tc;
- Opyavwcn mm:op(wv oxetU<a pe nc; KareuSUvoo~ VJ.O nc; texvo·
A.oyfec; rou ptllovroc;
4. E~aaq>(Won E:lOlKWV - Ava~nmon vewv lllavoptwv OE: vtec; ayoptc;

0\l}lq>WVlWV 01avopnc; - lmllloupyfa KOlvnc; erwpefac; Goint venture) pe 6llov napaywy6
- Tiapaxwpnon OlKOIWJlOtwv o1avop!\c; oe avrayc.>Vlottc; oe: vte:c;
ayopE:~
- E~aoq>cwan vtwv avrmpoownwv o1avop!\c; otic; uqnot6peve<;
ayopE:c;
7.5.3.2 I:t6xeuan
To &tti"ttQo cna&to cno oxtc5tacrl.l6 -cwv -cax,;txc.l>v A.avoaQLOJ.La-co~ a<p<>Q<i "tTJ
O'tOXEtiO'YI 1:WV EVEQYELWv !!UQXE-nvyx OE <ruyxEXQLJ.lEVQ 'tl.lll!!Ota 'tl]£ ayOQO~. 'Qoo
:n:w cnoxtul.lEVl) tCvm TJ 6A.l] 1tQOO:n:<i9£ta, -c6ao 1t£Qtcrcr6t£QES oLm9av6'tl]"tE£ £1tL-
-rux.Cas -r:ou v€ou :n:Qo.t6vt~ O'tl]V ayoQ<i.
Ot ayoQ€s-cn6xot O'UXVv :n:ou mo-
9t-ctC -co :n:Qo·cov cna &Ld<p<>Qa cna&ta LOU r.Ux.A.ou ~w'll~ •ou. ' E1:0L, ot -r:ax"tLX€~ :n:ou
121 279
, '"'""''' "' '' "' '' "' ''"'''"'''"'''"'''""'""'""'""'""'""'""'"'""'"""'""'""'""',',',',.'o'lo'++'o'+'+'++'+'+'+'++'io'i,'io'ioiilioiilo'ol+'fo'I.'Utlo'to'to'•'UtoWN/NNINNINNINNINNINNINNINNINNINHINHNININNHINHIHHIIIHIIIIIIIiNIIiW•
KE~AAAIO
J.UtOQouv va axoA.oue~oow acpoQo\iv: a) O'tOXE'U<Jll twv xawot6~twv, ~) O'tOXEU<Jll

't(J)V 1tQWqtWV atro8EX.tWv, y) O't6XE'UO'T) 'tT)~ 6\pL~T)~ nAELO\jJ'I'jcp(a<;, 8) O't0XE'U<Jl1 't(J)Y
u<pt<naJ.L€vwv nEMn:rov, E) <nOXt::u<Jll 'tWV rtEA.a'twv twv avtayWVLotciv. OL Em~tEQO\J<;
EYEQYELE<; 1t0\J ~OQOUV va yCvow O'ta nA.aCO'la xaee !.I.La<; 'taX.tlXl]<; O'tOXE'UO'T)<;
naQouot.dtoY'tm mov ncvaxa 7.7.
ITfvaxa~7.7 (======~~~======J[============}t~
Taxnxtf: ar6xe11onf: : ~~~~·~~·~~~~~t:-:::~:~~~~~'.'~·?~]J
KQJ E:ID)lCpOil{_; evepyE:JE:r; 1. t'f6xeuan tf.llV KWVOtOpCiiV - Xpnan £11IlE:lpla~ VIO tOV evt:Om0}16 TWV KQlVOTOI)WV
-11levl:pye1a epeuva~ ayop6~ VIO va evromorow 01 xwvot61101
- I:t6xeuan twv nclat~v exefvwv nou mo8erow npo16vra ypn-
yopa
- IIpooappoyn m~ lltacpnplotua\~ xapuc1Vla~ ato npoq>lA 1wv
KQlVOTOJlWV
Z. I:t6xeuan twv np6npwv - Evl:pyete:~ ajleoou JlO.PKetlvyK (direct marketing) otl~ peyOle~
an~exrcbv emxe~J)I\oe:t~
- Opy6.vwon ouvellpfwv VIO to 11tllov tn~ 0\1VKf:KPIPtvn~ rexvo-
Aoyia~
- Emxivtpwan on~ xcW:~ unnpeoie~ unoornpt~nc; 1ou npo16vr~
(product support services)
• lxavonoinan twv ava~v twv pey6Awv nelat~v
• Ka8uotl:pnan tou lavoa.{:iQJlat~ ev6ow au~averru n avayvwpt·
mp6rma (awareness) •
3. I:16xeuan m~ 6qnpn~ -11le:pe\Jvnan twv npoooo10.~v me; ayop6~ an6 ro npoiav

IIAelO\llllqliac; - Xpnan papxenvyK VIC JlatiK6. npol6vra (commodity marketing
techniques)
- Eupefa lltavop.il tou npo'i6vroc;
4. I:t6xeuan twv UqJtcnap.l:vwv -111opy6.vwon Of:lllvapfwv VIO tou~ ucptor6.pevou~ ncl6.te~

ncl.atC>v • lxavonofnan TWV QVQ~V tWV Uq>lotOjleV'WV neAOT~V
-Xpnan apxefwv ne:larwv (customer records)
- IIapoxn e:xmooewv OtOU~ Uq>lotO),.lf:VOU~ nelate~
- IIapoxn e:tllucl~ unoomp1~nc; orou~ uq)lotauevouc; ne:larec;
5. I:r6xeuon tc.>vne:Aat~Vt6>V - 'E11cpaan one; ~elnooetc; tou npo16vroc; oe axton J..lf: ta avra-
avraywVIotcbv ywvtotiK6. npo16vta
· 'E11cpaan otlt; ~elnwoe~~ tou tlliou rou npo16vroc;
• 'AI!ean cnlyxp1an rou npo16vro~ Jlf: to avraywVIonx6. npoi'6vra
-l!.uval6tnta avrallaync; jl£ to nal.l6 lOU~ npol6v
H O't6)(EU<Jl1 twv xmv01:6j.lWV O"UVL<Jt<i'tm yLa 'tTJV ELoaywy~ OTTJV ayooa noA.\i
xawo'tOtJ.Lxwv n:go'L6Y'twv, ytatC am~ TJ OJ.Laba nEA.a-t:wv EVOLa<p£QE'tm LOLat'tEQa
yta OtL8~1tOtE 1tQWt01tOQLax6 xm 1taQUA.I..'T)f..a E1tT)QEa1;ow X.aL aA.I..O'U£ bwrttLXOU~
1tEM'tE<;. B€~ma, TJ avayvwg~ 'touc; OEv eCvm EUXOATJ xm <manEC UJ auyx.€vtQw-
Oll nATJQoq>OQLWV an6 tou<; nwA.l]'te<; 'tT)<; E1tL)(E(QTJOll<; ~ ax6~YJ xm 'tl1 OLEVEQYEta
tgcwac;· ayoQ<i<;.
122
280
I:ra8Ja avanrv{n~. SoxJpn~ xaJ cJoayc.Jyri~ ornv ayopa vcc.Jv npoi6vrc.Jv xaJ vnnpeou.iv 1J
0~ rtaQOyooyo( nou &tv Ent&uillwuv 'tO 1:E:XVO!..oyut6 :JtQO~abtcrlla (technological
lead) O'tTJV ayoQ6. ll:JtOQOUv va <11:oxeuow <11:ou~ :JtQWlllO'IJ~ anoMx•e~. Amo( OL
3teMX"t:E~ ELVO.L OUYll800£ !lE)'QAE~ E1tLXELQllOEL~, 0\ On:O(E~ E3tl8Uj!OtJV VO. UL08E'tljOO'IJV
J.Ua vea 'texvoA.oy(a, yta va &tO.UJQll<YO'UV "tTJV O.V1:0.)'WVL<11:LX6n]-.:a 1:01J~, XWQ(£ Oil~
va XQEt6.~£1:at va avaA.a~ow 1:0 JlEyaA.o QCaxo n:ou cruvM£1:at llE 1.1.ta t&~aC"teQO.
c5anO.VTJQ11 VEQ "tEXVOA.oy(a.
H <11:6xEUCJ'l') 1:'1~ 6tjJtJ1T]~ n:A.etO'tj!T]cpCa~ ano'tEAeC 11~a 6.UT] 'tO.X"tt-x.t1n:ou JAJtoQEL va
XQT)Ol!l03tOlT]8E( OE ayOQE~ 6n:ou 'tO 1tQOi:6v EXEL 'I]OT] Ul08EUJ8E( rut6 eva !l£)'6./..o
O.Q~Il6 ntA.mwv. H 't0.%1:L%ij au"tij ll:JtOQEC va ano&ttX"t;EL t&taC'teQa EnL'tUXllllEVT]
6wv o •exvo!..oytx~ T]YEUJ~ 'tTJ~ ayoQ6.~ ayvOt]cret"tYJ CJ'l')JlUOLa amij~ UJ~ Of.laba~
3tEAa1:WV, E1tlXEV1:QWVOVtas; 'tl~ 3tQ003ta8eu~~ 'tO'IJ 'X.'UQLW~ <11:0U~ -x.atvOtO!lOUs;
H 'tO.'X.'tLXij <11:0XEUO'T]~ 'tWV ucptOlaJlEVWV 3tEA.a"tWV e(vm tc5taC'tEQO. MO'tEAE0!-10.-
'tl'X.ij yta "tT)V Etcrayroyij <11:T(V ayOQU 1tQOTJ)'!lEVWV 'tEXVOAo)'lxWV 3tQO'l6VtWV 1t0U
ucpCO'taV"tm ouvexl] avav£wCJ'l'). Au'tij 11 ,;ax'tt-x.ij tv&eCxvmm en:CCJ'l')~ yta •exvoA.oyt-x.6
n:oA.tlnA.ox.a 1tQ0.(6v-ra, yta ,;a onoCa T) oot6cpaCJ'l') 1Jl08E'tT]CJ'l')S cruxva pacril;e,;m O'tOV
u'tj!T}AO ~a9J.t.6 e~et&tXEUJLEvwv 'tEXVt-x.Wv yvwcrewv (technical expertise) ,;ou nQOJLYJ-
8emij %0.~ O'tTJV O.JlOl~O.La EJ.l3t~OcrUVT} f.lE't~tJ U)'OQO.cr"tij XUL 1tQOJ.lfl8EU'tl'j.
H n€f.l1tTIJ ,;ax,;txl1 <11:0xeuOTJs xaQO."X-TIJQil;etm ~ '1 nA.€ov ent8t,;txl'j %OL acpo¢
TTJV n(>ocrmi8ua 1tQOOEAxuCJ'l')~ ,;wv neA.a,;wv 1:rov av-raywv~wv. H emxeCQT]CJ'l')
cruvl]Oro~ n(>ocrna8eC va xeQ&Coet neA.6.-te~ ,;wv av-tayrovt<11:Wv, n(>oona8wvta~
va t:O'U£ nE(O'EL Ot:L 'tO OLXO 'tT]c:; 1tQ0'(6v anot:EAEL eva -x.a!.mEQO O'UVOUO.O'JlO 'tLJ.ll'jc:;/
a~fas. 1:,;~ neQm.wouc:; noM xmvot:OJ.ltXWv •exvoA.oyw)v, &ev eCvm )...(ym amoC
nou 8EWQOUv 6-n TJ O'U)'XEXQLJ!EVYJ 'ta'X."tL'X.ll tCvm avanateA.eaJ.lO.'ttxij. H 6.no'tj1'1 au"tij
O'tT]Qil;E'tat O'tT]V av-rO..T]'tjllJ 6-rt 'tE'tOLE£ Ent8E'ttXE£ 'ta%'tLX.E~ f.L3tOQd va unoPtMoouv
oxt JlOVO 'tT]V 'texvoA.oyCa 'tWv aVtaywvt<11:Wv 6nw~ ml&w)-x.ttm, aA.M va nA.l'j~ouv
'tT]V a~L01tt<11:(a (credibility) 'tT]S cruyXE'X.QtJ.LEVT}c:; 'tEXVO!..oyCa~ )'EVL'X.O'tEQa.
7.5.3.3 Tonoetmon
Acpot! anocpacrt<11:EL '1 <11:0XEUCJ'l') 'tOU VEOU ltQOLOV'tO~, '1 E1tlXELQTJCJl') ea 3tQE1tEL
va anocpa<JCoet 'ttc:; 'ta%'tt-x.€c:; 'tono8E'tl)CJ'l')~ nou ea axoA.ou8ijoet.
YmiQxow E~L O'XE"tt%€~ 1mm-x.es: a) ,;ono8€'tTJ<Y11 ngo~ 1ou~ OUO'tl)Jla'ttxou~
XQij<11:E£ (appeal to heavy users), P) EJ.lcpaCJ'l') O'tTlV ano-x.A.etO'ttX.OUJta, y) €~upaCJ'l') OtYJ
XO.!!l)ATl ttf.l~, &) E!!cpaCJ'l') OtYJV t:txvoA.oyt-x.'ll avWt:eQOUJta, e) Ef.lqxlCJ'l') oe ~.to. EtOL-x.'ll
tcpaQJ.I.OY~ (emphasize a special application), O't) Ef.lcpaCJ'l') otr) cr(yoUQll enev&uo11
(1tQ0<11:acrCa ntM'tl]) (emphasize a safe bet-customer protection). Ol emJ.l€Qouc:;
EVEQYELE£ nou cruv&EoVtm JlE x68E W%'tL%~ 'tOno8E'tT]CJ'l')S rcaQoucruxtoVtm <11:ov
IICvaxa 7.8.
123 281
~ KE~Al\AIO
ntvara~ 1. 8
Tma~~ronoBemon~ ----------------------~--------------------·,_·---~-·--
~ ___________.j
KQl E:IDjlt':povr; cvepyeJCr; 1. Tono9etnon npcx; lOU~ - Emxtvtpwan one; 11evCW:c; em.xe~pfloet<;
011amp.at1Kov~ xpnore~; - Emxtvtpwan on~ avaVX£<; ti.I)V ouamjla~v xpnmwv
- ~aox6An.on 11c 1<68e neMrn Vta 11ev&o &aotn).IO
2. 'E.11q>aan arnv anoldmotuc6mro - Emxtvtp(a)otl omv no16tnto rou npo16vt~

- Emxtv1:p(a)otl OTO l£'XVI.l(Q XOJ)QXTnjliOTUCQ tOU npo16vt~
(engineering of the product)
- Tono9l:man n~touc; tl!twre<; pe lfllll\Aa etoo5!\!lma
-Emxtvtpc.>On ornv txq>paon tou npoi6vt~
3. 'E~an om xapn.AJ\ n}ci - T111ol6ynan Kate.> rou ptaou 6pou opeN ornv ayop6
- Ttp.oA6ynan Karw cm6 rnv crmcparouoa avraywVJaruai n}ci
- npoatpO.P<).IliO~ auvt\9~ Ol<l)IL\tl~ TCXVOAOyiO~ OC xaJ.UW\
nllJ\
- Ellll<i:vtpc.xm orn ~eiooon tou m:pt6Ulpiou Koorou~-n¢1~
4. 'Epq>aan arnv tcxvot.oyua\ avUl- - 'EllqlCIOl\ otn·vta u:xvoll.oyfa rou npo16vto<;
te¢rnra - 'EpqlCion KUpl~ ae rexvoll.o'{lKo xapcucmplotlKa
- 'EpqlCion oto yr:yov6r; 6n n crnxdpnon c£v01 n npciltn nou
€'l.Oayel tn vea TCXVOAOyla O'tnV ayop6
- lin).llouDVia tn~ cuc6va~ rou u:xvol.oVtKou nvl:m
5. 'Epq>aon ac 1110 e16na\ ecpap11o- - npooawovn rou npoi6vto<; ae )lla e(J>Qpp.oyn

yn lOU npol6vto<; - 'E,P£UVO ti.I)V OVayKWV \'10 lUO 0\IVl(ti<PillCvn E:q>Opp.o'{ll
- npooa.woy{l m~ av6rrtutn<; TOU npoi'6vto<; ytO p.!O auyl<eXpl-
pi;vn eqcppoyn
6. 'Epq>aon am alVOU{X\ f;llt\16Uon - .&an\pnon fi.I)V npo6taypaq>c.iv OC OVQyYI.I)ptap£va emm:5a

- ToVIap~ tn<; a~tomorla<; rn<; emxdpnonc;
- napoxn e1600:W D.POVJX11ll1Cni.I)V unoon\pt~nc; rou npoi6vto<;
(special product support schemes)
- Elh<:at.n ava~aEilUon rou npo16vto<;
- Eyyunptvn 0'11}1~at6mta pe p&Movnxtc; tcxvoA.oyiec;
H tax:nx~ to,;o9€Tl'JOl]S •ou ngo·iovto; :neos 'tOUS O'UO'tl]IJ.attxo'IJs XQ~O'tES

XQT'l01.1J.07tOLEhm auv~9ros WtO 't!,£ fLLX.QOtEQES E11LXELQ~O'EL£, OL 01t0Le£ ~ha9f1:ouy
,;eQLOQLOjAEVO'U<; :n6(louc; 1tO'U 1:011£ emf36.AAO'UV va auyx.EvtQW(:)o'\lv OE EVa J.ILXQO
UQL61l6 O'UVl']'tLXIDY O'U<1t'lljlatL%00V XQTto-t<Ilv, Ol 01CO(OL ea 'tOU<; aJWOWOOUV U\j!l']AE<;
rtroA.l)OEL<;. Ta xaQaX'tr)QlO'tLX.a :JtO'U 'tOV~OVt<lL 1CQO<; 'tOU<; O'UO'tT)J.lU"tt.%0'13<; XQ~O'tE<;
E(Vat Tt aSto:ntmCa xm Tt IJ.EYOATt [nagxwx XQ~OTJS, OL MQEX61J.EV£<; 'U1tl']QEOL£<; xm
n a1tOt£AEOj..lattX6tr}'ta art6 rcf...Eugac; ~t6o-touc;.
H EIJ.<pUOI'J oe an:oxA.eLOtL'X.tl xaQU·x;t11QLOttx<i 1ou ngo'i6vtoc; an:otEA.eC !ALa. aAJ..Tt
taxt~x11 'tonoettTJOTJS :nou ~acr~etat o-tov 'tOVLOJ.16 'tl'J<; noL6t'l')ta<;, TtJ<; tj..l<p6.vtml<;
l) ,;rov 'tEXVtxwv XOQOX't'l'JQLO'ttx.wv tou :nQo'l6vtoc;. AU'tl) 'I'J ,;ax.nx1l XQTtcrt~onoLEC
'tOL 0\JXVcl rut6 J.LLXQES EXLXEbQTjOEL<; U1j}l']Al)<; 'tEXVOAOy(ac; OL 01tOLE<; XQEL<itE'taL va
XQEOOoOVV l!la UljJTtA.ii tl!Jij yta va 8tX<XlOAoyTJOO'UV 'ta X<ll!lJAa £1l;Lne8a TC<lQ<lYWY~S
nQo.C6vmc;.
282 124
Ercic5Ja avarrw~n~. c5oKJJJn~ KOJ cJaayt.Jyn~ arnv ayopa vct.Jv rrpofovrt.Jv KaJ 11nnpcaJt.JV 1f
H e~rpaO'T) O'tTJ x.aj.ll']A~ 'tlj.l~ O'UV~8ro~ oev OT]j.t.LOUQ'YEL av,;ayrovLO'tL'lt6 1tAEO-
v6t'tT]j.la 0£ 6,'tl arpoQa 'tT]V 'tOno8E'tl']Ol'] 1tQO't6V't<.OV UIPTJAll~ 'tEX,VOAOy(a~. av oev
O'UV06EUE'tat Xal art6 eva artOOEX'tO Ertbt£00 'tEX,Vl'X~~ an600CJ11~.
H Ej.lcp<lO'T) O'tl'JV • ex.voA.oytxl'l avW'tEQ6'tl]'ta 'tOV 1tQO'l6V'tQf; e(vm lJ mo O'UVY]8L-
oj.t.EvlJ 1:a'X'ttX~ 'tono8t'tl']Ol)~ yta TCQo'~6V'ta UIPTJAll~ ,;exvoJ..oy(a~. H anO'tEAtOI.la'ttX~
'X.QT]Olj.l01tOLT]~ 'tl']~ a1taltEL lJ ayOQU O'tO'X,O~ va OLa8t'ttL 'tT)V avaA.Oyl) "tE'X,Vl'X~
yvroOYJ yta va extLj.ltlOEL 'tTJV •ex.voA.oytxt1 avro'ttQ6'tT]ta, &ta<pOQE'ttxa j.l:rtOQEL YJ
taX'tl'Xtl aut~ va OOlJY~OEl oe aV'tC8eta ano,;eMcrj.t.ata.
Mta EVaAAa'X'tL'Xtl 'ta'Xtl'X~ 1tOU 'tOVlt,Et 0'\Jy'XEXQL-J.LEVa OcpEA1'] an6 'tO 1CQO'Wv EtVaL
11 EJ.lcp<lOYJ OE j.t.La ELOLX~ Ecp<lQI.lOY~ 'X.QllO'T)~ 'tO'U :rtQO'l6V'to~. Au., 11 ,;axtLXll eCvm
xatc.iAAl]AT] yta 'tEX,VOAoytxc.i :rcol.u:n:Aoxa 1tQO'lOV'ta :rcou nroA.oUV'tm OE :rtEAate~ :rtO'U
&ev &ta8£,;ovv 'tEX,Vtx£c;; yvrooeL<;, aAAci 1:011~ tvOtacpeQOw •a ocptATJ nou anOQQtouv
artO 'tl'J <ruyXE'XQl~Vl'] 'tE'X,VOAOy(a.
'Evac;; O.A.A.o~ 'tQ6noc;; yta va l;meQaO'teC l1 a~e~m6'tl']ta ,;ou neA.c.itT] eCvm 11
,;ono8t'tTJOll ,;ou roc; j.t.ta o(youQlJ enev&uo,. H 'tCtX'tL'Xll anooetxvut'tm tOtaCttQa
artO'tEAEOj.la'ttX~ OE EntX,ELQllOEL<; J.lE £~QaLW~.U~Vl'] 8£0'1') O'tl']V ayoQa XaL 1t0AU xaA.~
<"Pll!lll·
7.5.3.4 EniSeon
To te'taQ'tO xm tEA.tma(o m:O.~ko 'tl'J~ Ota&txao(a~ A.avoaQ(OJ.lato~ arpoQa 'tl'JV
'tEAtxl'l mLeeOYJ O'tllV ayoQc.i. Y:rtaQx.ovv 'tOUAc.iX,tO'tov E:lt'tc.i 'taxttx€~ OL onoCE~
J.UtOQoUv va 'X.QTJOLj.t.01tOLTJ8ouv o' am6 'tO O'taOto, a) 'X.QllO'll xa8o01'JY11•ffiv yvro-
l.ll'J<; (opinion leaders), ~) 'X.QllOYJ OYJj.I.EtU>V avacpoQ<'i~. y) 'X.QllOTJ exnm&emtxrov
j.t.E800<.0v, 0) 'X.QllO'T) 'tl'J~ ElxOVa~ 'tO'U VL'X~, E) 1tQOOO&l']O'T) 'tOU 1tQOi6V'tO~ O'tO'Ut;
aV'tL1tQOOW1tO'U~, O't) EVOLXlaOl) tl X.QlJJ.LatoOO'tl'X~ J.1Lo8WO'T) (leasing) tO'U 1tQO.WV'tO£,
~) 1tQ00081']0l'J o' eva ELOL'XO :rctM'tl']. 0 n(vaxa~ 7.9 O'UV0'4J~El 'tl~ 'taX'tLXE<; xaL
E1tlJ.lEQO'U<; EVEQYELE~ E1tb8EO'T)<;.
H 'X.QllOl'J xa8o6l'JYTJ'trov yvW!J.YJ~ anmeA.eC eva !J.Ecro yta va OLOX,Eteuet TJ em-
X.Etel'JOTJ 1tATJQO<pOQLE~ O'tl'JV ayoQa xm va EAEYXEt 'tl'JV emxmvrov(a an6 O'toj.t.a-
O£-O't61J.a (word-of-mouth communication). l\'tOIJ.a J.1E emQQO~ O'tl'JV ayoea (n.x.
tmrpavECc;; emX,ElQYJ!lCt'tLE~, EllJtELQOL XQrlO'tE<;) !J.1tOQOuv va XQl'JOLJ.leuoovv yLa va
1tQO~aA.A.ouv to :rceo'C6v j.t.Eoro OLCtcprJj.t.(oewv t1naeoucrCa~ •ovc;; oe exO'YJAWOEL<; (n.x.
OE~.ttVc.iQta) yta 'tO 1tQ0'(6v.
EmnA.Eov, TJ 'X.Q~OlJ Ol'Jf-tELWV avarpoea~ 6:rcro~ eCvatlJ O'UJ.lJ.lE'tOX~ ntA.a1:rov an6

tYJV ayo¢ cre OOXLIJ.E~ tou neo·wV'toc;; Ol onoCec;; ~Ol'J8oW 'tTJV EntXEtel'JOlJ va au~oet
'tl']V avayvWQLOLj.t.O'tl'j'ta 'tl']<; O'tl']V ayOQc.i 'Xal va J'tCtQUO'X,EL Ct:lt'tU artOtEAEOJ.lCt'ta yLa
'ta O!pEAl'J 'tl']<; vtfa~ 'tEX,VOAoyLCt~.
L'tl'JV rtEQUttWO'T) nou TJ texvoJ..oy(a tCvattOLa(tEQCt xmvOtOJ.lLXT), 11 exnawEuO'T) 'tY]c;;
ayOQc.i~-at6xou ~ow OEJ.lLVCtQ(wv xat ELOl'XWv nCXQoumaotc.ov e(vm noM OlJJ.laV'tLX~
ffiO'tE va e!;OLXEL<.09d j.LE 'tT] VECt 'tE;(VOAoy(a 'XaL 'tt~ ~uvatO'tl']tE~ 1tOU J'tQOO<pEQEL.
125 283
'lf ttAl\AIO
IIfvax.a{;' 7. 9 [
TrucrD<e~ er:rfeean<;
Ill• •:H ~'Ji>Lor
KQJ E:II1pepo11r; evepyeJEr; l. Xpnan Ka6ol5nvnrrovyv6lpn~

- !.1'~..
- E~aoqilA.lan CVXWJllOOTu@v apepwv OTOV OIKOVOJlli<O T\InO

J
(opinion leaders) - npol'ot.Jl me; unoanipt~nc; nouwyxavc1 to npoi'6v an6
a;opa pc emppon omv ayop6.
- npoDot.n m~ mo6trnanc; lOU npoi'6vroc; ano (nopo pe
emppon omv ayop6
- J{pnOipODOlnOll anpavt~V OIXOVOpua.jv OIJVTCllCTOOv
- Opyavwan OE:Jllvapfwv pe oJll).nrtc; aropo pe emppon
cnnvayop6
2. Xpnan anpefwv avacpo_pQc; - Xpnan rwv anore.?.eoparwv rwv oo10pwv (beta test sites)
(reference sites) rou npoi'6vroc; <o>c; anpclou avacpopac;
- Xpnan p6vov pey6.!wv opyaV!opwv <o>c; anpei<o>v avocpopac;
- Avatnman vtwv anpef<o>V avacpop6~
3. Xpnan eJCIIOIOE:UTIXOOv pc&6&.lv - Opyav<o>an 15toAt~oov VlO mv rexvoAoyia rou npoi6vta«;

- nepol5ellouoa ttdlean rou npoi'6vra«; (run a roadshow for
the product)
- MJllOUpyia avayv<o>p101p6mrac; (awareness) me; rexvoAo-
yiac; rou npoi'6vra«;
- Opy6v<o>an emxetpnOIOKou npoyp6ppatoc; '{Ia mv texvo-
Aoyia (run a corporate program for the technology)
- Opyav(o)Oll OE:Jllvaplwv'{la mv texvoAoyfo rou npoi6vroc;
4. Xpllan me; eiX6vac; tou W<nni - Etoaywy!l npoi6vroc; cnnv ayop6 pe exreraptvn llnpo016-
tma nou va npol5il5et Kl1poc;
- I:woean npoi'6vroc; pe 15taywvtopouc;
- npo~oM rnc; emtmdoc; me; emxclpnanc;
- Mera rnv etoovwvn tou npoi6vra«; cnnv ayopO., onp001o-
nofnan me; emnrxiac; rou cnnv ayop6
- Ew15ean rou npoi6vroc; pe emrel1ypara (achievement)
5. lll)OW9nan rou npoi6vroc; cnouc; - Et15oo\ npo~ot.n p6vo VlO avrmpooonouc;

avtmpoOOttouc; - Atavopn rou npoi6vta«; p6vo ptoo avrmpoo<iinwv
- napoxn Don6etac; cnouc; avrml)OOOnouc; pi:oo napou01-
aoe<o>v
- Atavo¢ uAIXou npoWenanc; cnouc; OVTlilpoa~nouc;
n
6. Evoooaan xpnpato&too\ - EvolKiaan tou npoi6vroc;
pioEl<o>an (leasing) - MICl),laoiuai cvoooaan TOI1 npoi6vroc;
- AnoAa~n eoO&lv p6vo an6 nc; unnpeofec; npoc; to npoi6v
- napoxn eyyl]nanc; emcnpocpnc; xpnpar<o>v
7. IlpoWSnan oe tvav etoiX6 neACm - nwAnan JlOVO peoo T0\1 tp!lpatoc; nwAJlocc.lV
- Ilpoon66aa net9ouc; OIJVKE:K.Pt!lf:v<o>v neAarwv pe emppon
va mo6ernoouv ro npoi6v
- Ell}lperoxn rou ne.A.mn cnnv av6mu~n tou npoi6vroc;
- To npoi6v va vfvet tpnpa tou npoi6vroc; tou !I£A6tn
M La OMTJ taxttx.l] nou t~'U3tTJQctEC noAJ..WtA.O'Uc:; at6X01J<; Etvm TJ O'I'JI.LLO'UQyt:a 'tl'J£

E~x.6vac:; l] qnl!LTJ<; tou VLX.TJnl- H ta'X'tLX.l'j aml') ~am.1;£'tat O'tt<; &TJtLOcrt.E<; oxeoEL-£ x.m
284 126
S8Z LU
-odm 'OA yooA.'O Alt.w 50f1.90'X. J380Q 'OA 3lO<J> A9100:U: 01 mA. A<J>100d>OOU'{:U: ~XoO'O:u:
ii.Ul3rl pwmhOl.300:U: 13Xjl yooA.n u 'S'O)Ao'{OAX3l. Sn~A Smrl ~;\.(l)A.'OD13 AUl ;>1'0)1
·Sno~D001C11.ii.'O Snow A9).oou 01. Sn1.11.<J>e(l)oo:u: S(I)JOClX 1'01.31\)A. W)39Jll3 u <J>A3 'l;lrl11.
l;l"{ltrln'X. LLw 1'0l.3AgxJ1.i1.3X1lt3 1.to~eo:u:o1. H ·A<J>l.D1A(J)A'01.il.n A(J)l. 531..9'{3:U: Snow 1nx
nJd>lul\o13'{ll uT11tft9 ALLw LLonaXs>w u. 9rl9~ ooal{I.'{'OA.3TI !:1-xo:u: 3D 1'0~01o:u:OThDilo'X.
SltooaX9w 5j1Xllxm 511. 9:u:n <J>A3 'n0"{99'0X f1.9Q3'X.o 1'0~010ltorhoi.J.o'X. A3Q S'O)D'O'ltlo1.
-aoO:u: S9x1tx'Ol10 ''90oko oono'X.Oy:u:n 'OJrl 3D 50l.A9).00:u: S9r.a ~t.A.ooA.n01a A.lu. ;>l'O)l
·Sj~OoA.n 53jlil.. 51w ~'OOOA.'O 1'0X ~l.0.391.trloo:u: ~'01.3rl S'O)A(J)i\10X1ll3
5!,l>e.1:U:(J)000ltmQ Slu. 'O)O'OTilto lu. 5'01.i1.0':2JA.Ol. 'A<J>lU'((I)l£ A(J)l.SI.trl'OA!).Q Slt1. ~'X.ol3rlrln.o
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Otv,;m OE f!l'XQ~ notxlA.Ca., xrog~ !;exd8aQTJ 'tLJ.LoA.oyw.xn noA.t'ttxt] xat owv€J.lOVtm
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L'fl MvaJ.lTf 'tO.>V n:WATf"tWV Tj a'll!;TJOl'J mtc; oan:avsc;; otavot-tt]c;. Autic; OL EVEQYEL£<;
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1tQO'L6v :TCO'U E1tl0LW'X£l Va Ot.EX6tx'l)OEL IJ.EQLCHO OE IJ.LU ~ta~tx'l'j ayoga Xat Ol O:TCO(E<;
CUtm1:ouv tvta'ttX'I'j OtaVOf.l'l'j xat JtOAL'ttx'l'j X<liJ.TJA'I'j<; •tf.l'l'j<;.
!t 1-l-La ngoona8tta va ~u:A.tt'T]oouv ot J.ltyaA.mtgo ~aeoc;; tt<; an:ocpaottc;; A.av-
oagCo!J.crtOc; nou o&Tjyo'Uv eva n:go'(6v O't'l'JV tnttuXCa, m H ultink et al. (1999), nQ6-
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ax6A.ou8a:
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Ta E:n:Lt'UXTJJlEVa xmava/..(l)'ttxQ :7tQO"l6vta a.nmeA.O'Uv cruxv<YteQa E3tEXT<iO£L~
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~!J.OOL<.ov <JXEOEWV.
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Erparn'{!Xtb xru
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5%-10% peyo.AUtepo 1011 l()'J(, x.mAfyou~ avtayr.mare~
11>- 'Exouv ~ ar6xouc;: efoo6o oe un6._p~ouoa ~ 'EzoiJ'V ~ atOXW~: elOOOo Of: unapwuoa
ayopcl. ~tfc.xm euc6vac; emxdpnon~. xjll1on ayopcl. ~d1icoon eooSvac; emxdpnon~. cro~
um:~oac; ~uvapuc6rnt~ x.m ~nJ.Uoup on ~ ~ldoouon~ x.m pe{c.xm tou x6oto~
vfa epuooiCiJV f:loooou twv avtayc.MatC:W ~ l\avo6pcmro oe peyaAuu:pn noua>Ja OJI6 ta
~ 1\avaO~ro oe llE=VaAUt&iX\ noooAfu 0J161a avtQVc.MOlool
QVlaytoMOlwl ~ lianavoUv yta rn ~1avopn 1ouc; avdatolXa pe
11>- Anon:Aow eui:Ktaon p.apKQ~ (brand lOV avtayc.Mop6 Doocl
extension) ~ Xpr\<npODOIOUv UqllOTOpeva KaVCWQ ~Lavo
IJo. lianavow yur m lil<MlpJ1 tou~ neptoo6t&£X! pnc;
OJI6 TOV avtayc.Mop6 ~ &:v C11CoAouSol1v pia OIJVlCelC.PII)tvn tllloAOvn-
IJo. TlpoAoyo6vtro mo f&o en:in&oo pe 1a avta- on oe axton pe 1ov avtayr.mop6
VC&mcmx6 ~ Eqlawl){ouv e~ioou n}loAOynon xopnAi~ xaJ.
11>- l\avo6povtax pe 1llloAOvn<m ~ npil~ mpnM~ npn~
~xeioouon~ ~ lianavollv yta rnv npo6>enon 1ou~ avtiatoLXa
11>- 11a.aavo6vyta mvn~ tOU!: ueptoo6te- pe lOV avtayc.Mop6 uoocl
.PC1 OJIO tOV avtayr.MO)l6 ~ ~OJilODOlOUv apeoo }lO~IVVK (direct
II>- ~OIIOIOUv tvnmn, mAeoDT11<Jll«ll,PQ~lo marketing)
<P6JVlla\ l!Lawnw.on
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A1t6 't'r)V 6llt] J.LEQLU, TJ Etaayooyt1 'tOOV E3tLTUXTJJ.lEVWV ~tOIJ.'I')XClVLXOOv 3tQo'LOvt(l)V

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J.lQeXe-twyx (direct marketing).
133 291
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:n:Qo'i6'V't:O£, -ca a.:n:ottMoJ.J.ata E~EtQtxrov EQt'IJ'Vrov Otv Em~t~aL<Ovovv tL£ a:n:6'\jJEL£
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Mty<iA.Y] BQt'tavCa (Avlonitis 1984, 1993) otv a:n:ootCx8TJXE 6-ct A.tttO'IJQyouot !lta
O'UO'tl']J.A.a-ttx'l'j OtaotxaoCa xa-caQYl'JOfls/Ota-.:1lQl'JOl'J£ :n:Qoi:6'V't:O£ <nL£ tmxttQl)out;
aut££. Amt]l] £UulpfJ wmxl)t; OtaotxaoCas, (I)(Jt6<Jo otv :n:Q£:n:t t va 8twQrJ8tC
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(capacity) nov a:;:reAevOegw.ve-r:at pe Tit'JV xa,_
q;Od dr:t: a&'co •o ;:reolov nou avrtxa@tCTra oo atHJYalw :n:(?oi6v du. a no r.a
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yovtt£ yta 'tfl Otm'llQl'JO'fJ tv6s rtQO.LO'V'tO£ tCvm ot oxtoets !J.E -.:out; rctM-r:tt;, l1
O'UVELO(j)OQU 'tO'U 3tQo'LO'V'tOS O'ta ytvtxa esooa, l'] O'UVttO<pOQa 'tOlJ 1tQOi:6'V'tO£ <TCL£
436 134
TcAIKri a~JoA6ynan aa9cvt:!v IlpOi'OVT(J)V/vnnpcaiWV KOJ Arilvn arrorpaan~ Karcipynan~
1tU>A.'rl0EL~ 't(l)V clAAU)V ngo'i6V1U>V ~m 11 E1tWQOO'YJ nou ea ELXE 11 ~a'tclQYlJO'YJ O't'YJV

noA.t'tLxl)nA.l)gou~ YQO!liJ.tl~ ,;ou ngo'i6vto~ (full-line policy).
l:Wl'j8w~ 11 3tQO~A11!la'tL~tl xa-caO'taO'YJ (problem situation) nou 1t'\JQO~o-ct( TIJ
~ta~txacrCa ~O'tcleYl'lOTJ£ aQXL~cl Ent.bQa 1tEQL006-tEQO O'tT] btaj.tOQq>WOT] 'tTJS an<Xpa-
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naLt;ct to un6 a~tOAOYl'JO'YJ neo'i6v j.t£aa crta nA.aCma tTJ£ EnLXELQTJOTJS·
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aut6 nOQWV, EtOL WO't£ va xa80QLO'tEC 1tOLOL n6QOL, nw<; 'XaL note ea 1-tE'tOqJeQSO'\Jv
OTIJV nagaywrt1 xm mo l!clQXetwyx 'tO'U veou neo·.:ovtos. EnLnMov, TJ btOL'XlJOll
nQtnEL va cr~EqrttC 3tQOOEX'tt~a 'tl'lV av,;CcrtaOTJ nou Caw<; ngo~aA.A.tt.11 0'\Jval-l-11 'trov
nroA.rrtciv xa8<.0~ ~at Ot ntMtE~ an6 'tTJV avttxataO'taOl} 'tO'IJ 'U1tciQXOvtOS ngo'i6vtot;.
fta va !LELWSO'\Jv OL E1tLntWOEL~ !LLO£ 'tE'tOt.a<; av,;(crtaOTj~, OQlOj!EVe<; entXELQtlOEL~
anocpaoLt;ouv va ~LO'tlJQtlOO'Uv JA.'UO'ttxl) 'tl'JV avcint'UslJ 'tO'U veou ngo'i6vto£. I1go-
crna8ELE~ yta 'tTJV ng6A.11'l/llJ 'tlJ~ avtCO'taO'YJs 'tU>V m:A.a,;<.Ov O'Wl']8ros ntgtM~-t~avav
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tQEUVE<; ami<; £xouv <Ste;axeec crtL~ HTIA cmo,;ou<; Rothe (1970), Eckles (1971 ),
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a~Jo.A6ynon~
.... eeon arnv ayop6
aoeevdJv npoi'6vrUJV
,.. Entv6uon npoi'6vto<;
,.. K6am tou npol6vto<;
,.. EvaMOKTIKe<; emxopnpat!Ki:<; npo<aoel<;
- ----+---
Eckles (1971) ,.. K6om nape.A.a6vtoc;
,.. McllovtlK6 K6atn
,.. Kep&q>o~a napeAe6vt~
,.. Mcllovtoo\ rep&qlopia
,.. EU~ ypapJ.Ul<;
,.. 'Epevva VlO vta npoi6vta
,.. lKavonoinon nclcim
... Xpnon evxa<aar6ot:(I)V npoi6vto<;
,.. Tipo!1Ar\pa<a napaywyr\c;
,.. Tipo!1Mpa<a papreuvyK
Pletcher (1973) ,.. Taon np&i
,.. Anou:Ae01lallK6m<a npoi:6vtoc;
,.. Avn6p6oe1<; KavaAI~v
IJil> Service
IJil> Avtayc.>Vlar!Ki:c; evtpym:<;
IJil> Evnptpcuon ncAat~v
.,.. Enfneoo KOJ>tOllOU ayop6c;
IJil> Taon pt'Ta~Antwv c~66c.>v
IJil> noAmKI\ ypapJ.Ulc; npoi6vt~
.,.. Allnhenfopaon npo16vtwv
.,.. I:I1Jl1\at6tma 61avoJ.U1c;
IJil> YnoKataarara npoi6vta
IJil> EIK6va emxdpnanc;
IJil> AI1Vat6m<a vf:ou npoi6vt~
IJil> Opyavc.>11i:vn naptp~aan
,.. AI1Vat6tma tpononoinanc;
IJil> Xp6v~ art:Aex&i
.,.. I:11V01cnmparu.a\ ejlilloKII
137 439
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Avlonitis (1984) .,. Enillpaan me; xata.PVJianc; rou npo16vt~ otnv noAlrua\ nAnpou~ ypappz\.c;
(full-line policy)
.,. Enfllpaan me; xata.PVnon~ rou npoi:6vt~ otnv etw~ua\ elX6va
.,. Enfllpaan m~ mtapynonc; 1ou npo16vt~ om; n<MA~loetc; OA.\wv npo'i6vtwv
.,. Enillpaan me; xcnapynons- rou npoi:6vt~ otiS' axtoe~s- pe roue; nclau:s-
.,. Enillpaon me; m16pynonc; 1011 npo16vt~ amv uplloq>opfa clllc.lv npoi'6vtc.>v
l6yc.> QVQKQ10VOpn<; Vf:VIXcisv E:~OOOv llOpayc.>yt\c;
.,. Enillpaon me; mr6pynonc; tou npo'i6vt~ amv Keplloq~opfa Ollc..lv npo16vtc.>v
!.6yc.> avaxa1avo}Ulc; yevuccisv e~cS&.lv nc..Wloec.>v
.,. Enfllpaon me; K010.PVJ1onc; 10u npoi6vt~ otnv uplloq~opfa Ollwv npo16vtwv
Myw avaxaravo}Uls- VE:V11<Wv e~O&>v llmvopz\.c;
.,. Enillpaon me; Kat6pynanc; rou npo'i6vtoc; ora nciyla Keq~clAwa KQl oro u<p6-
lwo ldvnonc;
.,. ilpoomua\ etoaywyt\c; vtou npoi'6vtoc;
.,. AvallJavo}Ul n6pc.>v oe Ollec; E:\71CWJ)iec;
.,. Andeu6epc.>on 1ou xp6vou rwv oteAE:xwv ae 6Ma npoi:6vta
.,. Enfllpaon me; 1<a16pynanc; rou npo16VTOS' ot•c; axtoe~c; pe roue; e:pya~optvouc;
.. 'Ynap~n \JilOKOTOOTOTWV V\0 tnV \ICQVODOlnon tc.>V nclatWV
.. Evtpyetec; avtayc.>VlotWV
.,. Opyavwptvn naptp,(laon (epyatlX6 oc.>pareia)
Avlonitis (1993) .,. ilpoorrnxtc; me; ayop6c;
.,. Enfllpaan ms- Katapynanc; rou npoi:6vtoc; OT\S' n<MA~loe~s- me; f:IlUCclpnans-
.,. 11J.a9emp6tma vtou npoY6vtos-
.,. Enfllpaon ms- mt6pynanc; 1ou npoi:6vtoc; otnv avcl!anon yCV1KW.v e~O&lv
(recovery of overheads)
.,. Avaxa1avo}Ul t(I)V n6pc.>v oe Ollec; llpaotn{)l6mtc~
.,. Emllpaon tnS' 1<016pynan~ tounpo16vtoc; otn ll1avo}Ul (n.x. anWM:ta xdlpou
OTO pclqll)
.,. Avaxaravopn xp6vou oteA&xWv KQl nc&.nrwv
.,. Enillpaon 1ns- mt6pynans- 1ou npo16vtoc; oro Dciylo uql{lAwo
11> iloAltua\ callnAemlc6luqms- e~apmp6tc.>vo ("cornmonization of components"
policy)
.,. Enillpaon tnS' Kot6pynons- rou npoi:6vtoc; otnv naA11ua\ nAnpou~ VP<lllPilS' ms-
emxe:ipnonc; (full-line policy)
.. 'Yna~n UDOKQTOOTOTc.>v V\0 IXOVOilOlnon tc.>V llCAOTWV
.,. Enillpaon me; m16pynonc; rou npoi:6vtoc; ot1c; nc..Wloe~c; xw 10 Ki:plln Ollc.>v
npoi6vtc.>v me; emxeipnonc;
.,. Euppetoxn rou npoY6vtoc; ota l<i:plln (profit center)
.,. Enfllpaon me; 1<016pynonc; rou npol6vt~ otnv erwpua\ e11<6va
.,. Enfllpaan me; Kat6pynonc; tou npo16VTOS' otn xpnmponofnan m~ napaywyua\c;
lluvoJ111COtn1ac; (capacity utilization)
.,. Avt1llp6oe~c; avtayc.>Vlotwv an6 mv 1<a16pynon 1011 npo16vtoc;
.,. Enfllpaon me; Kot6pynonc; 1011 npoi'6vtoc; otic; axtoe~c; pc roue; ne.\61ec;
.,. Emllpaon me; xcn6pynonc; rou npo16vtoc; oto uql{lAwo ldvnonc; (n.x. ano9t-
para)
.,. Enfllpaon me; Kat6pynonc; rounpo16vtoc; ot1c; axtoeu; pe roue; e:pya~optvouc;
OL !LEAE"tE<; n:ou ~L.E~yay£ Eva<; rut6 tou<; auyyQa<pEL<; -rou ~L~A.LO"u €~£1-Sav xm
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440 138
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51w 1DX DJOo<hog03X Alu.o U"('('9 All191C'O 1'0%531'9'(31£ 5n.Ol. 3ri 5130ji'Xo 51w 50:LA9
-~.001£ C\01 Sltoon.o91C'O 5ltlltonog)lt3 i\ltl. mrl U:L 9lC1J MO~;>Od>x.3 nou 53l.i\OA90'01C
"0-09Cl.O"(Oxn 1nx. Snl.i\OJ...yolJU 5px1:LADrllto o1u o mAJ3 «5o:LA~.oau n.o;~A S~M.roJ...non
~X11lt000lt:» U '11.9 3cf\O.Xj100u (1:>861 'S!l!UOJAV) i\(l)30~013X11C3 A<J.l'X1AUX:ltrl01g 1:>6
~ .5UOUAI:JplVX .5UOVif>9UV Uill!IY IDX M!JI031:JUUnjMJJMJJOrf11 JI~A3fJOD uouApyor~o !1XIf3J,

llfvaxac 12.8
llap6yovref; a~10A6ynon~
ao8evWv j3Joj.lllXQVll(U)v
npoiovrwv Kru empt:pouf;
~IQOTOOBif; TOIJf;
Elt!~pacm tn~ xatapyncm~ tov npo'i6vto~ arnv noAnuoi !Wipou~

3.3 1.1 0.40
ypall¢1~ (full-line policy)
Em~pacm m~ xat(Jpyn~ 1011 npoi6vt~ arnv crrupoo\ eu<6va 2.3
Enf~pacm m~ xatapynon~ tou npoi6vt~ on~ nc.Wioe~~ cl1Jww
3.7 1.0 0.71
upoi:6vtc.>v
Enf~pacm m~ xatapyncm~ 1011 npoi6vt~ one; oxtae1~ pe tou~
3.7 1.1 0.57
neA6re~
Eni1ipacm tn~ xat6pyncm~ 1011 npoi6vt~ omv xe~oq~opla CtAAc.lv

3.6 1.1 0.80
Dl)Oi'6vtc.>v Myc.> avaxatavoj1l\~ yENIKwv e~6l5CI>v nopay(l!yxi~
Eni~pacm m~ xat6.pyncm~ tou npoi6vt~ cnnv xe~oqxJpia CtAAc.lv
3.1 1.2 0.76
npoi:6vtCa>V A6yCa> avaxatavoJll\~ '{&Vll@V es6&:Jv Dc.W\O&(I)V
Em~pacm tn~ xat{Jpyncm~ tou npoi6vtoc; cnnv xe~oqxJpia 6.Alwlv
2.4 1.1 0.50
npoi6vtc.w Myw avtllCatavoJll\c; yevu«<N es6&>v ll1avojlll~
Enfl5pacm tn~ lCQtclpynatl<; lOU npoi6vto~ C7tQ IIQ\'lO lC&qlOAruO 1<01
3.1 1.3 0.40 0.44
aro K&ql(]AOlo l<ivncmc;
npoomuoi e!OOVc.lVIl<; VCOI11lpoi:6vt~ 3.9 0.9 0.42
1.2
Ane.M:u6epc.lcm tou xp6vou rwv ateAexfllv oe Olla
3.2 1.3 0.56
npoi'6vta
Eni~pacm tnc; Kat6pynon~ 1011 npoi6vt~ one; axcoelc; }lE: touc;
2.3 1.2 0.69
epya~optvouc;
3.2 1.3 0.49

0.63
• 1: xa~ra lj ~tx(!rj CJ1'}~aafa, 5: l tf:YdJ..I'J CJ1]1taafa

D11Y'f: Avlonitis (1984) 140
fcAucri a~1oAoynon ao8cv~v npoJovrwv/tJnnpccmuv Kal .Amvn anocpaon!;' Karapynon!;'
IlQOxtt,.WVou va evt-Omoowe 'tt~ Pamxt~ &Lacrt<iou~ nou &Linouv 1:ou~ jUIQ<iyo-

vtt~ a~tOMJYT]OTJ~ «ao6EVWV» 1tQO.LOV'tWV 1tQOXWQllOUJ.lE <mJ &LtVEQ'YEla 1tUQ<lyOvtl-
XrJ~ av<iA:uOT]~ (factor analysis) xat TJ ono(a £6e t~E 6tt OL naeayovtE~ a~tOMYTJOTJ~
J.l1tOQOuv va OJ.t.a6onOLTJ8ouv crtt~ ax6A.ouee~ 'tEOOEQE~ yevtx£~ 6tacrtaoe~:
«0lXOVOp.uxo( 3'taQtl')'OV"t£~» 1-LE t6taLTEQO ~OQO~ 6Xt f.l6VO O'tO'U£ 'tEOOEQEl~
1tUQOYOvtE£ asLOMyT]O'l']~ 1t0U OXE't~OvtaL Jl.E n~ OLXOVO!!LXE~ O'UVE1t£LE~ ano 'tl'j
W'tOQYT]OTJ 'tOtJ nQo·t:ovto~ xm mo auyxexQtf.Liva J.I.E 'tTJV xee<5o<paeCa 't<.OV a/J.wv
nQo"l6vtwv 'tTJ~ YQUJ.ll-lrJ~, 1:0 nayw xecpaA.mo xm 10 xecpam(ou xCVTJOTJ~ nou iXEL
E1tEVOU8E( O'tO :itQO"i6v, QAAO XQL 'tl')V «1tQ001t"tLXrJ £LO<lY<.OYrJ£ VEO'U ITQO"l6vtO£».
A'rt6 001']y£i mo OUJ.l1tEQ<lO~La 6tt mo ~LOf.lTJxavtx6 XWQO, 6nou undQxet ~LEYaAl'l
avayx.l'l yta 'tTJV av<imus11 vtwv neo·t:ovtwv :itQO><.EtJ.tivou va xaA.ucp8otiv 1:a utpY]A<i
O'ta8eQ<i x.60'tl] nou OXE't~Ovtat J.lE 1:0v e~onA.toJ.t.6 xm 1:0 EtOtxtuJ.t.evo av8Qffin:tvo
OOV<lJ.lLXO, YJ 1tQ001t'tLX'll etoaywyr)c; EVO£ 1tQ0"(6vto~ 1tO'U ea ClvttXatacrtl'joet to 'U1t6
ESE't<lOT] yta xm:<iQY'l10l'l1tQO.L6V Cl1tO'tEAE( tva ~ClOlX.O OlX.OVOJ.llX6 nae<iyovta.
«fi6QOL 3t0\l U1ttA£\16£QWVOVtat X«L eSWteQt?<e~ ntfOU~», 1t0U 0\JVLO'ta"tQL an:6
1tOQ<iyOvtE£ <lSlOAOYT]OT]£ Ot ono(ot ava<pEQOvtaL O'tl]V E1tt&QaOT] 'tl'l£ Xa"tOQYllOT]~
1tQo"L6V"tO~ a<pEv6c; O'tOU£ av8QW1tLVOU£, <p'UOLXOU£ X.(lt OLX.OVOJ.lliGOU£ n:6QOU£ 1tOU
Ota-cC8eV"tm yta 1:0 1tQo"L6v itat a<pE'tEQO'U moue; :nEA.ci'tE~,
«ll«Qciyovn:; p..uiQXUtvy?<», 3tO'U 1t£QtMif.l~<ivouv naQ<iyovtE£ a!;wA.6ylJOTJ£, OL
01t0Lol O:itELX.OV~OUV 'tOY 1tQ006tOQlO~l0 't(.t)V OUVE1tELWv f.L<i(}XE"tlYyX. Cl1t6 U]V MO-
JlUXQ'UVOT] evoc; n:eo·covtO£ x.m mo auyxEXQt!liva 'tl'JV en(mwOT] 'tTJ£ xa"t<iQYllOTJ£
O'tTJV «noM.nX'~ nA.'lleouc; yQ<ll-lJ.lrJ£» TTJ£ E1tLXE(QYJOlJ~ (full-line policy), O'tTJV nmQLx~
ELX.6va, O'tl£ OXEOEL~ Jl.E ·roue; 1tEAO'tE~ xm O'U~ 1t<.Of.r)o£Lc; 't(l)V aA.A<.Ov neo"C6Vt(J)V
'tl'lS YQ<lf!l-l,S·
«ll«Qtl')'OV't£~ bLOLXT)OT)~» ( EVOAAaX.UX.E£ E'UX.aLQlE£), 1t0'U 1tEQLEXEL 'tOU£ ouo
:naQ<iyovtE£ a!;LOMYTJOlJ~ nou axe-c~ovtm f!E 'tYl OtEQEUVlJOTJ 'tTJ~ ouvm61:T)W~ va
XQYJOlJ.l01tOLT]80UV "tO XE<paA.ma, OL J.lE"tQ~L~<iOLf.lE~ UTC'llQEOCE~ XOL OL &lOt'XT)"tLXE£
txav6"tY)'tE£ 1tOU MEAEU8EQWVOvtaL an:6 "tllV xm:<iQY"T]OT) "tOU 1tQO"l6vto~ 0£ <iA.A.a
EYXElQ1lJ.l01:0 3tO'U U1tOOXOV1:ClL J.lEYOAU'tEQE~ MOOOOE~.
An6 JlE"tayEveatEQl'l t.tEAi'tTJ oe oe(wa ~LO~tlJXOVtx.wv xat xmavaA.wnxwv rntxet-
Qr)oewv (Avlonitis, 1993) ITQOEX'Ulj!E 6tt ll aswMyT)OY) "'C(.t)V 1tQO"C6vtwv 'tO'U~ YLVEtaL
J.lE ~00'1119 naeayovt€£ (n(vaxac; 12.6). 0 OT]f.l<lvttX6tEQOS naeayovta~ astoMYl]-
OT)~ ElVOL OL «11Q003t"'CLXE£ U]£ ayOQO£» (market potential). 16ta("tEQ<l OT]!J.OvtLXO(
naQ<iyovtE£ E(vm E:ittOll~. 6nroc; cp<iYllXE xat O'tl]V 1tQO'l'JYOUf.lEVll EQeuva, 11 u:naQsl'l
EVO~ VEOU 1tQOLOvtO~ t O 01t0t0 va lX(lV01tOLEL 't~ avayx.ec; "t(.t)V 1tEAatWV, x.ae~ X(ll
'T] EX'tl!J.l]OT] 'tT)£ E1tf.OQ<XOT]S 1t0'U 8a EXEL YJ Xa-tclQYllOT) tO'U TtQO"l6vtoc; Ott£ 1tWA1lOEL£
xm ,;a xeQOYJ 'tTJS E1tLXELQTJOT]£ xm m~ axeoet~ J.I.E 'tOU£ JtEAa"t£~. LYJJ.l<lvttx.o( rnCaT)~
e(vat otnUQ<iyoV"tE~ nou avacp€Qovtm O'tTJV avaxataVOJ.l1l -cwv n6ewv, xa80>£ x.at
<o XQ6vo 1:<.0v mEf...exwv xm twv nwf...rt,;wv ( tbtar-ceQa mtc; emxetQ,oets Xa"tavaA<.O-
'ttxO>v TtQOWvt<.Ov), OL E1tl3tt{J}aEl~ U]S xat<iQYT]OT]~ OtOU£ <pUOLXOUc; (XQYJOlJ.l01tOLT]OY)
&'UvaJ.ltX6't"T]ta£) X<ll XQl]IJ.<ltOOLXOVOf.lLXO'U~ (xe<p6.J.mo XlVTJOYJS) TtOQ01!£, Otl]V EtX6va
xm ,;eA.oc; O'tTJV :noA.mx, «nl..-rleous YQ<ll-l!-tll£» 'tYJS emxeCQllOYlS·
141 443
IIfvaxa~ 12.6
nap6yovr~ 0~10A6ynan~
ao8ev</Jv jjlOJliiXOVlKW V
xru xaravaAcvnxwv
upoiovrUJv xru empep our;
8JOOTOOS1r; TOIJr;
Erd15paan m~ Kat6pynan~ tou npol6vt~

on~ n&Wloet~ m~ e!ll.lCclpnan~
Em15paan m~ Kat6pynan~ tou npo16vto~

5.02 2.68 0.75
omv av6Ktnon yev11<6>v e~6&lv
AvOKatavopn tc.>v n6pc.~v ac OAAt~
5.28 2.77 0.77
15pootnp!6tntc~
Sm15poan m~ KOTQpynOI\~ TOU npo16vt~ otn

2.81 2.33 0.64
151avopn (n.x. anWA.eta x6lpou oto pa<pl)
Enf15paan m~ Kat6pynon~ tou ~i6vt~

0.43 0.49
oto n6.vlo ~o
Eul15paon m~ Kat6pynon~ 10u npoi:6Vt~ otnv

no.Altua:\ n.Allpous ypappt\s rns c~J~,Xeipnons 4.33 2.95 0.61
(full-line policy)
'Yna~n UllOI«llOotQtC!)VVlO ll(QVODOfnan t(,)V
5.59 3.11 0.63
ncAan.lv
En!15paon m~ 1«116pynons 1011 npoY6vt~ otu;
DWonOetS KOI TO xepan 6AM.>v DpolOvt(,)V Tn~ 5.15 2.90 0.60
*J: Otv eJ.1jq;Or,aav xa96AOV V1t61/n], 9: eJ..1jqXJr,aav OO{Ja(ld Vlt61/n]

Orrrrf: Avlonitis (1993)
142
.Eup.petOxn lOU ll.!)OlOvtOc; C1T Q xe~n (profit
4.89 3.08 0.67
center)
Em/Spoon me; l«Uapynonc; rou npol6vroc;
4.32 2.78 0.69
cnnv etai.PUQ\ e!K6va
Enfl5paon me; Kat6pynonc; rou npo16vtoc; cnn
xpn01p.onolnon tnc; napay(I)VJ:KI\c; I51M1JIIX6tmac; 4.23 2.56 0.68 ...,
(capacity utilization) ~
;;:
!::1.
Avnl5p6oetc; avray(I)Vlot6lv aJI6 mv 1<at6pynon
3.24 2.42 0.60 0
rou npo16vtoc; ~
0
:...
En!l5paon me; Kat6pynonc; tou npo16vroc; one; o-
5.23 2.69 0.81 "§
OXOOC!c;pe Q
!:I
En!l5paan me; Katapynonc; rou npo16vtoc; oro 0
4.82 2.71 0.66
KeqJ0Amo !dvnonc; (II.x. ooo&t\lala) .,
Q
<Z>
<:
EJ:Jil5paon rnc; Katapynanc; lOU npoi6vroc; one; e.
3.87 2.63 0.43 0.52 <:
oxtoetc; pc roue; cpya~optvouc;
~
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llpoomU<t~ m~ avotxi~ 7.39 2.37 0.556
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4.40 2.92 0.768
Euft5paan amv etC11poo\

£11(6va
5.44 2.98 0.719
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6.21 2.76 0.651
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6.47 2.82 0.490
unnpe:mcl>v
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DroMOE:UlV
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o6pwv ae cllle:~ 5.85 2.68 0.774
t5paatnpl6tme~
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panxe~npoounx£~tou 4.03 2.67 0.549
Dj)OOUlmKOU
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Km mv KE:pt5olpop(a 6llc.>v 6.05 2.89 0.474
unnpemcl>vm~ w -...-_,.... ..,
ApeAnti:o K6at~
3.91 2.60 0.762
t5Iatiipnan~ m~ unnpe:oia~
lle:plOj)IC1)ltvE:~ QnQitllOE:l~
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~tatnpnan m~ UID\pe:oia~
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4.37 3.03 0.634
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fbrytf: A vlo11itis, Gounaris & Papastathopoulou (2003)
E <pa,QJ.L6tovta<;, Jt<lQ<lyovnx'll av<iA.u<Jr] (factor analysis) m:ou<; 13 JtaQ<iyovtE<;

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a~10A6ynan~ aaeoov Enfiipaon on.; axtoet.;: pe touc; neMte.;: 5.38 1.27
xpnparooiXOVOJ.UKWv
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Enil'ipaon on.; nc.Wloet.;: tcuv clllcuv unnpem~v m.;: ypappn.;:
4.17 1.90
(cross-selling)
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Enfl'ipaon omv 11oAlruo\ IIAnpou.;: ypappn.;: 3.90 1.72
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3.69 1.63
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'Yna~n opyavcuptvn.;: napep.(Xlon.;: 3.63 1.79

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3.62 1.61
epya~opevou.;:
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K.B.:1847 ISBN: 960-351-518-3
153

1ο ΜΔΕ61 ΑποτελεσματικήΔιοίκησηΧαρτοφυλακίουΠροιόντωνΥπηρεσιών Αυλωνίτης

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1ο ΜΔΕ61 ΑποτελεσματικήΔιοίκησηΧαρτοφυλακίουΠροιόντωνΥπηρεσιών Αυλωνίτης

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