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Opportunities and Constraints in Implementing Innovation Marketing in the Urban Passenger Traffic

Author

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  • Galazova S.S.
  • Kalieva O.M.
  • Luzhnova N.V.
  • Karelin N.V.

Abstract

Purpose: This article is aimed at exploring the possibilities and limitations of using innovation marketing tools in the field of urban passenger traffic. Design/Methodology/Approach: The expansion of urbanization processes, the development of competition in the urban passenger transportation market, an increase in passenger demand for the quality of services provided by municipal and commercial carriers require the introduction of a wide range of innovations. The substantiation of the importance, determination of the possibilities and limitations of the introduction of innovation marketing for the improvement of urban passenger transportation is presented in this article. The methodological basis of the research relies on a systematic approach and factor analysis which provide the comprehensive study of characteristics of the urban passenger transportation market as well as the the identification of opportunities and barriers in the process of implementing the innovation marketing tools. Findings: The study made possible clarifying the sense and features of innovation marketing. The authors characterized the conjuncture of the urban passenger transportation market, identified the positive opportunities and negative factors affecting the introduction of tools of the innovation marketing complex into the activities of organizations in the urban passenger transportation market. Practical implications: In practice, the results will help determining the directions of introducing the innovation marketing tools into the activities of organizations in the urban passenger transportation market. Originality/value: The study has original results clarifying the conditions for introducing innovation marketing into the activities of organizations in the urban passenger transportation market.

Suggested Citation

  • Galazova S.S. & Kalieva O.M. & Luzhnova N.V. & Karelin N.V., 2020. "Opportunities and Constraints in Implementing Innovation Marketing in the Urban Passenger Traffic," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 1), pages 98-104.
    • Handle: RePEc:ers:ijebaa:v:viii:y:2020:i:special1:p:98-104
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    References listed on IDEAS

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    1. Patrick Bonnel & Alain Chausse, 2000. "Urban travel: Competition and pricing," Transport Reviews, Taylor & Francis Journals, vol. 20(4), pages 385-401, January.
    2. Murray, Alan T., 2001. "Strategic analysis of public transport coverage," Socio-Economic Planning Sciences, Elsevier, vol. 35(3), pages 175-188, September.
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    More about this item

    Keywords

    Innovation marketing; market conditions; urban passenger transportation; opportunities and barriers of innovation marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

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