Paradox of retro-innovation in brand management

Paradoks retro-innowacji w zarządzaniu marką

Magdalena Grebosz and Jean-Marc Pointet ()
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Magdalena Grebosz: Łódź University of Technology
Jean-Marc Pointet: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: In the paper the concept of "retro-innovation" in brand management, which consists in combining retro style of brand with modern, technologically developed products, is presented. The purpose of literature studies was to make a critical analysis of the concept of retro brand considering the consumer behaviour. The article presents the results of own empirical research in the area of retro brand management. Several examples of brand management, combining retro style with modern technologically developed products, is present in the market. Selected cases were the subject of research conducted in France and Poland in 2015. The analysis of the results shows that the use of the concept of retro brand management seems to be of particular interest among consumers, especially if the products are based on technologically developed solutions.

Keywords: retro-marketing; retro-brand; innovation; consumers attitudes; brand image.; marka retro; marketing retro; wizerunek marki.; postawy konsumentów; innowacje (search for similar items in EconPapers)
Date: 2016
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Published in Journal Management Sciences, 2016, 1 (26), pp.52-62. ⟨10.15611/noz.2016.1.04⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01349760

DOI: 10.15611/noz.2016.1.04

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