Lateral marketing – a source of entrepreneurial innovations

Savica Dimitrieska (), Andrijana Bojadzievska Danevska () and Elena Parnardzieva Stanoevska ()
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Savica Dimitrieska: International Balkan University, Faculty of Economics and Administrative Sciences, Republic of North Macedonia
Andrijana Bojadzievska Danevska: International Balkan University, Faculty of Economics and Administrative Sciences, Republic of North Macedonia
Elena Parnardzieva Stanoevska: International Balkan University, Faculty of Economics and Administrative Sciences, Republic of North Macedonia

Entrepreneurship, 2024, vol. 12, issue 1, 107-114

Abstract: In practice, we are often faced with innovations that are the result of joining two or more incompatible components, which at first glance are illogical and sometimes even scandalous. These innovations, initially unacceptable for a large number of people, are accepted and applied as something normal and routine over time. Those innovations are by their very nature lateral, creative, innovative and unimaginable novelties. There are many examples of such innovations, but as more significant we will mention the merging of wristwatches with the Internet and telephone, bookstores that offer jazz concerts and bar services, gas stations that sell medicine, chocolates with toys, housing buildings with botanical gardens and rooftop restaurants, etc. The purpose of this paper is to elaborate on how these innovations become significant for marketing as well. The paper should highlights the positive, but also the limiting barriers and criticisms of lateral marketing. Lateral marketing is a recent term, still vague, undefined and therefore the paper mostly uses secondary data.

Keywords: Innovations; Marketing; Lateral marketing; Creativity (search for similar items in EconPapers)
JEL-codes: M31 M37 M38 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:neo:epjour:v:12:y:2024:i:1:p:107-114

DOI: 10.37708/ep.swu.v12i1.10

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