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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

Author

Listed:
  • Rudawska Edyta

    (University of Szczecin, Faculty of Economics and Management, Institute of Management and Marketing, Department of Marketing, ul. Mickiewicza,Szczecin, Poland)

  • Frąckiewicz Ewa

    (University of Szczecin, Faculty of Economics and Management, Institute of Management and Marketing, Department of Marketing, ul. Mickiewicza,Szczecin, Poland)

  • Wiścicka-Fernando Małgorzata

    (University of Szczecin, Faculty of Economics and Management, Institute of Management and Marketing, Department of Marketing, ul. Mickiewicza,Szczecin, Poland)

Abstract

The 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.

Suggested Citation

  • Rudawska Edyta & Frąckiewicz Ewa & Wiścicka-Fernando Małgorzata, 2018. "Socio-Ecological Innovations in Marketing Strategy – A Comparative Analysis Of Companies Operating in Western European Countries and Central-Eastern European Countries," Economics and Business Review, Sciendo, vol. 4(3), pages 51-68, July.
    • Handle: RePEc:vrs:ecobur:v:4:y:2018:i:3:p:51-68:n:5
    DOI: 10.18559/ebr.2018.3.5
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    References listed on IDEAS

    as
    1. Kimitaka Nishitani & Munehiko Itoh, 2014. "Product Innovation in Response to Environmental Standards and Competitive Advantage: A Hedonic Analysis of Refrigerators in the Japanese Retail Market," Discussion Paper Series DP2014-30, Research Institute for Economics & Business Administration, Kobe University.
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