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

Rudawska Edyta (), Frąckiewicz Ewa and Wiścicka-Fernando Małgorzata
Additional contact information
Rudawska Edyta: University of Szczecin, Faculty of Economics and Management, Institute of Management and Marketing, Department of Marketing, ul. Mickiewicza,Szczecin, Poland
Frąckiewicz Ewa: University of Szczecin, Faculty of Economics and Management, Institute of Management and Marketing, Department of Marketing, ul. Mickiewicza,Szczecin, Poland
Wiścicka-Fernando Małgorzata: University of Szczecin, Faculty of Economics and Management, Institute of Management and Marketing, Department of Marketing, ul. Mickiewicza,Szczecin, Poland

Economics and Business Review, 2018, vol. 4, issue 3, 51-68

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.

Keywords: social and ecological innovation; marketing strategy; European countries; food & drink sector (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.18559/ebr.2018.3.5 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecobur:v:4:y:2018:i:3:p:51-68:n:5

DOI: 10.18559/ebr.2018.3.5

Access Statistics for this article

Economics and Business Review is currently edited by Tadeusz Kowalski

More articles in Economics and Business Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().