ENGINEERING INNOVATION AND MARKET SUCCESS: EXPLORING THE NEED FOR ENGINEERS’ MARKETING SKILLS

Resulting marketing and engineering product goals require engineering and marketing to be interconnected, as the unity of engineering innovation and its marketing leads to product market success. Sustainability affects product market success. The aim of this study is to explore the need for engineers’ marketing skills, both theoretically and empirically. The present work represents exploratory research. Theoretical research is based on the analysis of scientific literature available via Google search. This empirical study was conducted in the year 2024. A total of 209 undergraduate engineering students studying computer science in India participated in an online survey. Data from the online survey were processed via frequency analysis, percentage, and ranking. Theoretical analysis allows us to conclude that sustainability is the cornerstone in modelling engineers’ marketing skills, as well as in the creation of engineering innovation (product design). Theoretical research results in modelling engineers’ marketing skills, consisting of five sub-skills. The empirical study found that social media marketing skills for engineers who represent the digital economy are the most important. Engineers’ marketing skills are an emerging research area. The limitations of this theoretical analysis and empirical study are highlighted. Future research directions are proposed.