Innovative approaches on launching of high technology products: Paint industry application

In order to survive, companies always have to adapt to the new changes of competitive conditions and consumer behaviors in improve and change economical conditions of today. Every company has their own corporate culture and structure. Corporate culture runs parallel with experiences, which are gained through out the years, from the knowledge and vision that are brought by professionals and steak holders. Companies have to maintain healthy structure in corporate culture that they have created.Businesses are like living organisms. Organisms can correct a problem which can appear any place in themselves, and they can also turn into a healthier condition by taking external supports. The same applies to businesses in similar conditions. Companies have to restructure the problematic section and primarily solve the problem taking into the account internal or external supports, when they detect that they are not able to do activities which causes business to survive. Profitability is the most important concept that keeps business afloat. In this context, the compositions of products sold are extremely important. Products being sold may take place in different parts of the product life cycle at a future date. The most important task of business management is to detect the products which go to downward trend of on the product life cycle, and replace them with new products, meeting consumer expectations and demands.In this study, a business were investigated that marketing products produced with high technology and nanotechnology instead of producing and selling conventional goods in defiance of falling sales of products. Howewer as a result of discussions with authority of the business, some facts determined that, there is no big reduction in all conventional products, but sales some of commodity products are reduced, in contrast with this, while being in product range, selling of technologic and nanotechnology products support selling conventional products and this concept supports business image and profitability.Key Words: High Technology, Nanotechnology, New Product, Promotion