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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
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    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.
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