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Socio-Ecological Innovations in Marketing Strategy – A Comparative Analysis Of Companies Operating in Western European Countries and Central-Eastern European Countries

Socio-Ecological Innovations in Marketing Strategy – A Comparative Analysis Of Companies... AbstractThe aim of the paper is to assess the attitudes of company managers in the food and drink sector in Western Europe and Central-Eastern Europe towards implementing marketing strategies that take into account not only economic, but social and ecological aspects as well. Innovation is a growing topic among scholars when discussing issues related to the enhancement of company performance and competitiveness. Such innovation may refer to technological changes (new products, processes), as well as non-technological ones referring to various marketing and organizational methods. In the paper the authors focus on innovations in marketing activities arising from the application of a more socio-ecological orientation. The paper comprises two parts: one theoretical, one empirical. In the first part the role of innovation in the process of creating company competitiveness is presented, as well as the concept of an innovative marketing strategy. In the second part the results of international research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Economics and Business Review de Gruyter

Socio-Ecological Innovations in Marketing Strategy – A Comparative Analysis Of Companies Operating in Western European Countries and Central-Eastern European Countries

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Publisher
de Gruyter
Copyright
© 2018 Edyta Rudawska, published by Sciendo
eISSN
2450-0097
DOI
10.18559/ebr.2018.3.5
Publisher site
See Article on Publisher Site

Abstract

AbstractThe aim of the paper is to assess the attitudes of company managers in the food and drink sector in Western Europe and Central-Eastern Europe towards implementing marketing strategies that take into account not only economic, but social and ecological aspects as well. Innovation is a growing topic among scholars when discussing issues related to the enhancement of company performance and competitiveness. Such innovation may refer to technological changes (new products, processes), as well as non-technological ones referring to various marketing and organizational methods. In the paper the authors focus on innovations in marketing activities arising from the application of a more socio-ecological orientation. The paper comprises two parts: one theoretical, one empirical. In the first part the role of innovation in the process of creating company competitiveness is presented, as well as the concept of an innovative marketing strategy. In the second part the results of international research are discussed.

Journal

Economics and Business Review – de Gruyter

Published: Jul 1, 2018

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