New marketing technology: transfer of basic value as an effective mechanism of impact on stakeholders

N. Pashkus ()
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N. Pashkus: Marketing and Strategic Planning Department of the Herzen State Pedagogical University

Annals of marketing-mba, 2013, vol. 2

Abstract: This paper focuses on new marketing technologies which use transfer of the basic values of the organization to promote its products and services among stakeholders. Transfer of basic values allows the company to secure its competitive position as a result of creation of a new market niche. This technology seems especially effective for small innovative firms. Value-oriented management can be the condition of survival and growth for small innovative firms in the new global business environment. Value-oriented management contributes to early detection and consolidation of instrumental values, providing a high competitive status of the company.

Keywords: innovative businesses; basic values; transfer of values; stakeholders; innovative firm; competitive status. (search for similar items in EconPapers)
JEL-codes: M14 Q55 (search for similar items in EconPapers)
Date: 2013
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