Fostering Organizational Innovation based on modeling the Marketing Research Process through Event-driven Process Chain (EPC)

Enterprises competing in an actual business framework are required to win and maintain their competitiveness by flexibility, fast reaction and conformation to the changing customers' needs based on innovation of work related to products, services, and internal processes. The paper addresses these challenges which gain more complex bonds in a case of high pressure for innovation. The methodology commences with a literature review of the current knowledge on innovation through business processes management. Secondly, it has been applied the Event-driven Process Chain tool from the scientific literature to model the variables of marketing research process. The findings highlight benefits of marketing research workflow that enhances the value of market information while reducing costs of obtaining it, in a coherent way.