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Marketing Innovations in Retail Trade (Innowacje marketingowe w handlu detalicznym)

Author

Listed:
  • Grazyna Smigielska

    (Uniwersytet Ekonomiczny w Krakowie, Katedra Handlu Instytucji Rynkowych)

  • Sylwia Wisniewska

    (Uniwersytet Ekonomiczny w Krakowie, Katedra Zarzadzania Zasobami Pracy)

Abstract

The aim of the paper is to present the crucial role of marketing innovation in changes which have taken place in the retail sector and, in consequence, in developing the contemporary rules of functioning of retail companies. In the paper, a wide formula of marketing innovation has been applied which resulted in including the innovation in retail formats in the group of marketing innovations. These new forms of retailing, which have been developed since the mid 19th century in the world, and since the 1990s have also dynamically changed the retail structure and consumers behavior in Poland, are recognized as radical innovations. The same very important role in retailing is attributed to self-service, merchandising, loss leaders, retail stamps and location in the shopping centers. Nowadays many marketing innovations are stimulated by new technologies; most of them are incremental innovations.

Suggested Citation

  • Grazyna Smigielska & Sylwia Wisniewska, 2016. "Marketing Innovations in Retail Trade (Innowacje marketingowe w handlu detalicznym)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(57), pages 57-70.
    • Handle: RePEc:sgm:pzwzuw:v:14:i:57:y:2016:p:57-70
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    File URL: http://pz.wz.uw.edu.pl/sites/default/files/artykuly/pz_2016_1_1_smigielska_wisniewska.pdf
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    References listed on IDEAS

    as
    1. Renko, Sanda & Druzijanic, Mirna, 2014. "Perceived usefulness of innovative technology in retailing: Consumers׳ and retailers׳ point of view," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 836-843.
    2. Cristinel Vasiliu & Mihai Ovidiu Cercel, 2015. "Innovation in retail: impact on creating a positive experience when buying fashion products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 583-583, May.
    3. Berčík, Jakub & Horská, Elena & Wang, W.Y. Regina & Chen, Ying-Chun, 2015. "How can food retailing benefit from neuromarketing research: a case of various parameters of store illumination and consumer response," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202714, European Association of Agricultural Economists.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    retail trade; innovation; marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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