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On Innovation: A Theoretical Approach on the Challenges of Utilities Marketing

Author

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  • Florina PÎNZARU

    () (?coala Na?ional? de Studii Politice ?i Administrative (SNSPA), Romania)

Abstract

One of the markets not long ago closed and completely regulated is now in the growing process of liberalization and deregulation: it is the utilities market we refer to (water, sewege, gas, electricity, waste collection). The deregulation of a market is usually followed by the appearance of competition expression conditions and, unassailably, the occurrence of specific marketing strategies. This paper investigates the specific of utilities marketing as it develops now, an bourgeoning domain, although with a rather discreet presence in this field’s theoretical analysis studies. Exploratory research on the analysis type products, promotional offers and communication of this market’s players shows an effervescent players practice, but also a continuous innovation necessary in a market where consumers are unfamiliar with bein persuaded by commercial means.

Suggested Citation

  • Florina PÎNZARU, 2012. "On Innovation: A Theoretical Approach on the Challenges of Utilities Marketing," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(1), pages 165-172, June.
  • Handle: RePEc:rom:econmn:v:15:y:2012:i:1:p:165-172
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    References listed on IDEAS

    as
    1. David J. TEECE, 2008. "Profiting from technological innovation: Implications for integration, collaboration, licensing and public policy," World Scientific Book Chapters,in: The Transfer And Licensing Of Know-How And Intellectual Property Understanding the Multinational Enterprise in the Modern World, chapter 5, pages 67-87 World Scientific Publishing Co. Pte. Ltd..
    2. Lööf, Hans & Heshmati, Almas, 2004. "The Impact of Public Funding on Private R&D investment: New Evidence from a Firm Level Innovation Study," Working Paper Series in Economics and Institutions of Innovation 6, Royal Institute of Technology, CESIS - Centre of Excellence for Science and Innovation Studies, revised 01 Mar 2005.
    3. Ashish Arora & Andrea Fosfuri & Alfonso Gambardella, 2004. "Markets for Technology: The Economics of Innovation and Corporate Strategy," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262511819, January.
    4. Fontana, Roberto & Geuna, Aldo & Matt, Mireille, 2006. "Factors affecting university-industry R&D projects: The importance of searching, screening and signalling," Research Policy, Elsevier, vol. 35(2), pages 309-323, March.
    5. Veugelers, Reinhilde & Cassiman, Bruno, 1999. "Make and buy in innovation strategies: evidence from Belgian manufacturing firms," Research Policy, Elsevier, vol. 28(1), pages 63-80, January.
    6. Becker, Wolfgang & Dietz, Jurgen, 2004. "R&D cooperation and innovation activities of firms--evidence for the German manufacturing industry," Research Policy, Elsevier, pages 209-223.
    7. Aerts, Kris & Schmidt, Tobias, 2006. "Two for the price of one? On additionality effects of R&D subsidies: A comparison between Flanders and Germany," ZEW Discussion Papers 06-063, ZEW - Zentrum für Europäische Wirtschaftsforschung / Center for European Economic Research.
    8. Laursen, Keld & Salter, Ammon, 2004. "Searching high and low: what types of firms use universities as a source of innovation?," Research Policy, Elsevier, vol. 33(8), pages 1201-1215, October.
    9. Giovanni Cerulli, 2010. "Modelling and Measuring the Effect of Public Subsidies on Business R&D: A Critical Review of the Econometric Literature," The Economic Record, The Economic Society of Australia, vol. 86(274), pages 421-449, September.
    10. Branstetter, Lee & Sakakibara, Mariko, 1998. "Japanese Research Consortia: A Microeconometric Analysis of Industrial Policy," Journal of Industrial Economics, Wiley Blackwell, vol. 46(2), pages 207-233, June.
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    More about this item

    Keywords

    utilities; energy; business-to-business; business-to-consumer; innovation.;

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L90 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - General

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