MANAGING UNCERTAINTY IN PRODUCT INNOVATION USING MARKETING STRATEGIES

ABSTRACT Innovation is an important factor in increasing competitiveness of Brazilian enterprises. On the other hand, innovative projects are characterized by many technical and market uncertainties. This article proposes incorporating marketing strategies into risk management methods for the development of new products and technology projects, which we call the 4P's of innovation. To illustrate this concept, we apply this model to an IT project in order to determine its value and risks. The results indicate that the joint use of marketing and risk management tools proposed add value to the project and reduce the probability of the manager making bad decisions.