Innovation Top Profitability Growth Contribution

Moroșanu Dora Maria ()
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Moroșanu Dora Maria: The Bucharest University of Economic Studies

Ovidius University Annals, Economic Sciences Series, 2018, vol. XVIII, issue 2, 312-317

Abstract: In the context of new macro trends dynamics it is of utmost importance to be able to show sufficient flexibility in order to address consumer needs. Innovation ,as one of the key pillars of profitable growth, means allocating sufficient resources to R&D in order to match consumer expectations and coming up with the best configuration of product attributes to provide the most balanced value for money proposition. Besides addressing the macro trends, as we will highlight the premiumization topic below, it is also very important to keep an eye for the full portfolio availability in order to have sufficient scale of profit to be able to fund the innovative approaches. Regardless of the industry (pharmaceuticals or beer) it is obvious that the lifecycle of a product becomes shorter and the need to act innovative becomes critical to add additional margin to a company's P/L.

Keywords: innovation; profitability; product; market (search for similar items in EconPapers)
JEL-codes: M2 (search for similar items in EconPapers)
Date: 2018
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