IDEAS home Printed from https://ideas.repec.org/a/ddj/fseeai/y2021i3p141-148.html
   My bibliography  Save this article

Innovation Marketing - a Consequence of Business Competitiveness

Author

Listed:
  • Nicoleta CRISTACHE

    (Dunarea de Jos University of Galati, Romania)

  • Andreea Valentina BUSILA

    (Dunarea de Jos University of Galati, Romania)

  • Carmen OPRIT MAFTEI

    (Dunarea de Jos University of Galati, Romania)

Abstract

The expansion of the concept of innovation is generated both by changes in the pace and lifestyle of individuals and especially by the dynamics of digital technology. Digital technology has become more widespread, contributing greatly to the development of marketing activities related to innovation processes. At the level of companies, there are more and more innovation processes oriented towards the development of marketing activities, organization and configuration of the business, these contributing to the achievement of sustainable competitive advantages. The paper addresses the marketing of innovation both as a consequence of the competitiveness of the business environment and as a necessity imposed by current consumers. The study considers the impact of innovation marketing on the market, namely the analysis of consumer preferences for innovative products, the analysis of a series of correlations to explain consumer purchasing behavior and how these innovative products improve quality of life. Taking into account the specific characteristics of the current environment in the economic, social and technological context, we can consider that innovation marketing is the current way of focusing on business, beneficial to the organization, individual or organizational consumers and society as a whole.

Suggested Citation

  • Nicoleta CRISTACHE & Andreea Valentina BUSILA & Carmen OPRIT MAFTEI, 2021. "Innovation Marketing - a Consequence of Business Competitiveness," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 141-148.
    • Handle: RePEc:ddj:fseeai:y:2021:i:3:p:141-148
    DOI: 10.35219/eai15840409234
    as

    Download full text from publisher

    File URL: http://www.eia.feaa.ugal.ro/images/eia/2021_3/CristacheBusilaOprit.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.35219/eai15840409234?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Marian NASTASE, 2008. "Professional competence and leadership within organizations," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(2), pages 88-94, December.
    2. Kahn, Kenneth B., 2018. "Understanding innovation," Business Horizons, Elsevier, vol. 61(3), pages 453-460.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Geanina Colan & Monica Răducan & Aura Colan & Alexandru Sebastian Chihaia & Sabin Murariu & Ionica Ivan, 2024. "The Implications of Digitization for Sustainable Competitiveness," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 117-124.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lirios Alos-Simo & Antonio J. Verdu-Jover & Jose M. Gomez-Gras, 2020. "Knowledge Transfer in Sustainable Contexts: A Comparative Analysis of Periods of Financial Recession and Expansion," Sustainability, MDPI, vol. 12(12), pages 1-24, June.
    2. Ayamga, Matthew & Annosi, Maria Carmela & Kassahun, Ayalew & Dolfsma, Wilfred & Tekinerdogan, Bedir, 2024. "Adaptive organizational responses to varied types of failures: Empirical insights from technology providers in Ghana," Technovation, Elsevier, vol. 129(C).
    3. Dung, Truong Quang & Bonney, Lawrence Bryan & Adhikari, Rajendra & Miles, Morgan P., 2021. "Entrepreneurial orientation and vertical knowledge acquisition by smallholder agricultural firms in transitional economies: The role of interfirm collaboration in value-chains," Journal of Business Research, Elsevier, vol. 137(C), pages 327-335.
    4. Marcela Marçal Alves Pinto & João Luiz Kovaleski & Rui Tadashi Yoshino & Regina Negri Pagani, 2019. "Knowledge and Technology Transfer Influencing the Process of Innovation in Green Supply Chain Management: A Multicriteria Model Based on the DEMATEL Method," Sustainability, MDPI, vol. 11(12), pages 1-33, June.
    5. Maher A. Al-Shmam & Hosam Alden Riyadh & Salsabila Aisyah Alfaiza, 2021. "The Business and Accounting Technology Innovation for Better Firm Performance: A Case of Malaysian Firms," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 10, November.
    6. Su, Chi-Wei & Yuan, Xi & Umar, Muhammad & Lobonţ, Oana-Ramona, 2022. "Does technological innovation bring destruction or creation to the labor market?," Technology in Society, Elsevier, vol. 68(C).
    7. Molden, Lars Hovdan & Clausen, Tommy Hoyvarde, 2021. "Playing 3D chess, or how firms can thrive under complexity: The mediating role of innovation capabilities in the use of innovation input," Journal of Business Research, Elsevier, vol. 125(C), pages 1-13.
    8. Trocin, Cristina & Hovland, Ingrid Våge & Mikalef, Patrick & Dremel, Christian, 2021. "How Artificial Intelligence affords digital innovation: A cross-case analysis of Scandinavian companies," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    9. Vasileiou, Efi & Georgantzis, Nikolaos & Attanasi, Giuseppe & Llerena, Patrick, 2022. "Green innovation and financial performance: A study on Italian firms," Research Policy, Elsevier, vol. 51(6).
    10. Jin, Byoungho Ellie & Shin, Daeun Chloe, 2020. "Changing the game to compete: Innovations in the fashion retail industry from the disruptive business model," Business Horizons, Elsevier, vol. 63(3), pages 301-311.
    11. Daniel Ruiz-Palomo & Manuel à ngel Fernández-Gámez & Ana León-Gómez, 2022. "Analyzing the Effect of Financial Constraints on Technological and Management Innovation in SMEs: A Gender Perspective," SAGE Open, , vol. 12(1), pages 21582440221, March.
    12. S nziana-Maria Rindasu & Liliana Ionescu-Feleaga & Bogdan-Stefan onescu & Ioan Dan Topor, 2023. "Digitalisation and Skills Adequacy as Determinants of Innovation for Sustainable Development in EU Countries: A PLS-SEM Approach," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(S17), pages 968-968, November.
    13. Edson Kuzma & Simone Sehnem, 2023. "Proposition of a structural model for business value creation based on circular business models, innovation, and resource recovery in the pet industry," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 516-537, January.
    14. Bruce Lezana & Belen Guede & Christian A. Cancino, 2022. "Caracteristicas de Emprendimientos Unicornios en America Latina(Characteristics of Unicorn Ventures in Latin America)," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 10(3), pages 32-50, September.
    15. Edwards, John & Miles, Morgan P. & D'Alessandro, Steven & Frost, Mark, 2022. "Linking B2B sales performance to entrepreneurial self-efficacy, entrepreneurial selling actions," Journal of Business Research, Elsevier, vol. 142(C), pages 585-593.
    16. Edyta Bielińska-Dusza & Monika Hamerska, 2021. "Methodology for Calculating the European Innovation Scoreboard—Proposition for Modification," Sustainability, MDPI, vol. 13(4), pages 1-21, February.
    17. Wei Lin & Wei-Jun Zhong & Chun-Hsien Su & Ping-Kuo Chen, 2020. "Are Pressuring Employees to Improve Organizational Innovation Still Working? An Empirical Analysis of Manufacturing Companies in China," SAGE Open, , vol. 10(4), pages 21582440209, October.
    18. Baker, William E. & Mukherjee, Debmalya & Gattermann Perin, Marcelo, 2022. "Learning orientation and competitive advantage: A critical synthesis and future directions," Journal of Business Research, Elsevier, vol. 144(C), pages 863-873.
    19. Arpad Papp-Vary & Zoltan Szabo & Diana Pacsi & Attila Kovacs, 2022. "Marketing Communication And Innovation Among The Generation-Z," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 16(1), pages 70-79.
    20. Khleef A. Alkhawaldeh, 2021. "The Impact of Innovation on Profitability of Jordanian Services Companies," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(1), pages 1-92, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ddj:fseeai:y:2021:i:3:p:141-148. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gianina Mihai (email available below). General contact details of provider: https://edirc.repec.org/data/fegalro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.