Socio-Ecological Innovations in Marketing Strategy – A Comparative Analysis Of Companies Operating in Western European Countries and Central-Eastern European Countries

Open access

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.

Baruk, J. (2013). Innowacje jako czynnik sukcesu organizacji. Zarządzanie i Finanse, 4(1), 7-16.

BCG Report. (2016, January 10-11). The most innovative companies, getting past “Not Invented Here”. Boston: BCG Report.

Bembenek, B. & Moszkowicz, K. (2017). Innowacje społeczne w klastrach − strategiczne wyzwanie w zarządzaniu klastrami. Handel Wewnętrzny, 3(368), 300-312.

Bošković, G., Savić, L., & Mićić, M. (2016, January-March). Innovation as a determinant of competitiveness and development of small and medium-sized enterprises in the republic of Serbia. ТEME, 171-185.

Bossle, M. B., Barcellos, M. D., & Vieira, L. M. (2016). Why food companies go green? The determinant factors to adopt eco-innovations. British Food Journal, 118(6), 1317-1333.

Caiazza, R., Volpe, T., & Audretsch, D. B. (2014). Innovation in agro-food system: policies, actors and activities. Journal of Enterprising Communities: People and Places in the Global Economy, 8(3), 180-187.

Caulier-Grice, J., Davies, A., Patrick, R., & Norman, W. (2012) Defining social innovation. A deliverable of the project: “The theoretical, empirical and policy foundations for building social innovation in Europe” (TEPSIE). European Commission - 7th Framework Programme, Brussels: European Commission, DG Research, 18. Retrieved from http://siresearch.eu/sites/default/files/1.1%20Part%201%20-%20defining%20social%20innovation_0.pdf

Dawson, P., & Daniel, L. (2010). Understanding social innovation: a provisional framework. International Journal of Technology Management, 51(1), 9-21. doi:

Drucker, P. (1954). The practice of management. New York: Harper & Row. European Commission. (2012). Eco-innovation the key to Europe’s future competitiveness. Retrieved from http://ec.europa.eu/environment/pubs/pdf/factsheets/ecoinnovation/en.pdf

Finch, J. H., Geiger, S., & Harkness, R. J. (2017). Marketing and compromising for sustainability: competing orders of words in the North Atlantic. Marketing Theory, 17(1), 71-93. FoodDrinkEurope. (2016). A competitive EU food and drink industry for growth and jobs: Ambitions for 2025 - priorities and policy recommendations. Retrieved from www.fooddrinkeurope.eu

Gault, F. (2015). Measuring innovation in all sectors of the economy. UNU-MERIT Working Paper, 2015-38. Maastricht: UNU-MERIT.

Graczyk, M., & Kaźmierczak-Piwko, L. (2011). Uwarunkowania dla tworzenia wiedzy i innowacji ekologicznych w przedsiębiorstwie. Studia i Materiały Polskiego Stowarzyszenia Zarządzania Wiedzą, 45, 110-120.

Grimm, R., Fox, Ch., Baines, S., & Albertson, K. (2013). Social innovation, an answer to contemporary societal challenges? Locating the concept in the theory and practice. Innovation: The European Journal of Social Science Research, 26(4), 436-455.

Hamburg, I., Vladut, G., & O’Brien, E. (2016). Fostering eco-innovation in SMEs through bridging research, education and industry. Romanian Review Precision Mechanics, Optics & Mechatronics, 50, 61-65.

Karlsson, C, & Tavassoli, S. (2016). Innovation strategies of firms: what strategies and why?. Journal of Technology Transfer, 41(6), 1483-1506,

Katsikeas, C., Leonidou, C. N., & Zeriti, A. (2016). Eco-friendly product development strategy: antecedents, outcomes, and contingent effects. Journal of the Academy of Marketing Science, 44, 660-684.

Katz, B. R., Preez, N. D., & Schutte, C. S. L. (2010). Definition and role of an innovation strategy. Retrieved from http://www.saiie.co.za/ocs/index.php/saiie/SAIIE10/paper/view/119/72

Klemens, B., & Heffner, K. (2017). Czynniki innowacyjności polskich regionow. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 467, 187-201.

Kotler, Ph., & Keller K. L. (2011). Marketing Management. Pearson: Prentice Hall. Lendel1, V., & Varmus, M. (2011). Creation and implementation of the innovation strategy in the enterprise. Economics and Management, 16, 819-825.

Nishitani, K., & Itoh, M. (2016, February). Product innovation in response to environmental standards and competitive advantage: a hedonic analysis of refrigerators in the Japanese retail market. Journal of Cleaner Production, 113(1), 873-883. doi:

O’Byrne, L., Miller, M., Douse, C., Venkatesh, R., & Kapucu, N. (2014). Social innovation in the public sector: the case of Seoul Metropolitan Government. Journal of Economic and Social Studies, 4(1), 53-71.

Oslo Manual. (2008). Retrieved from http://www.pi.gov.pl/PARPFiles/media/_multimedia/6346DDDAFC5247EABAF225A43CA94EDA/20110308_140728%20Oslo%20Manual.pdf

Penha Braga Costa, M. da, & Oliveira Cabral, J. E. de (2010). The relationship knowledge, learning, innovation and competitive advantages: a conceptual model. The International Journal of Technology, Knowledge and Society, 6(3), 21-35.

Rennings, K. (2000). Redefining innovation - eco-innovation research and the contribution from ecological economics. Ecological Economics, 32, 319-332.

Schumpeter, J. (1960). Teoria rozwoju gospodarczego. Warszawa: PWN.

Smith, A., Vos, J. P., & Grin, J. (2010). Innovation studies and sustainability transitions: the allure of the multi-level perspective and its challenges. Research Policy, 38(4), 435-448.

Stawicka, E. (2016). Innowacje społeczne w kontekście zarządzania kapitałem ludzkim w środowisku pracy. Szkoła - Zawod - Praca, 12, 116-125.

Szulc-Fischer, P. (2015). Znaczenie innowacji społecznych w konsumpcji. Marketing i Rynek, 2(77), 71-80.

Tracy, R. B. (2017). Sustainability trends in the food and beverage industry. Retrieved from http://blog.etq.com/sustainability-trends-in-the-food-and-beverage-industry

Trudel, R., & Argo, J. J. (2013). The effect of product size and form distortion on consumer recycling behaviour. Journal of Consumer Research, 40(4), 632-643.

Zarębska, J., & Michalska, M. (2016). Ecological innovations as a chance for sustainable development - directions and obstacles in their implementation. Management, 20(2), 49-64.

Journal Information

Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 87 87 7
PDF Downloads 48 48 4