SUSTAINABLE MARKETING AS A FACTOR OF INNOVATION GROWTH IN SMALL AND MEDIUM-SIZED ENTERPRISES

• الحاوية / القاعدة: Polityki Europejskie, Finanse i Marketing
• المؤلف الرئيسي: Monika Zajkowska
• التنسيق: مقال
• اللغة: الإنجليزية
• منشور في: Wydawnictwo SGGW - Warsaw University of Life Sciences Press 2015-12-01
• الموضوعات: sustainable marketing; innovation; small and medium-sized enterprises (SMEs); sustainable oriented innovation
• الوصول للمادة أونلاين: https://pefim.sggw.edu.pl/article/view/1244

Innovation is nowadays a key for companies to stay competitive and to successfully compete in changing markets and environments. One increasingly important driver for innovation can be sustainable marketing, a concept which aims to integrate ecological, social and economic dimensions into conventional management. Especially small and medium-sized enterprises (SMEs) are under growing pressure to offer more ecological, cleaner, safer alternatives to existing products. The change in the approach to create new products and services, how to create, deliver and communicate the companys offer or the principles of co-operation with suppliers and customers are the basis for the increase in the level of innovation and minimize the adverse impact of business activities on society. Sustainable marketing is closely linked to the development of innovation and in this context affects economic development. Thus, the role of marketing is becoming increasingly, on the one hand, the development of consumer behavior towards the principles of sustainable development, on the other hand, the use of the opportunities for creating new innovative solutions in the enterprise.