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Erschienen in:
VUCA and Its Impact on Business Organizations Kapitel lesen Erstes Kapitel lesen

2024 | OriginalPaper | Buchkapitel

44. Holistic Marketing and Integrative Innovation of Sustainably Competitive Products

verfasst von : Liana Rodica Pater, Sanda Ligia Cristea

Erschienen in: Management, Innovation and Entrepreneurship in Challenging Global Times

Verlag: Springer International Publishing

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Abstract

The paper investigates the strong connection [(1) holistic marketing as a complex function and (2) integrative innovation] required for this core functions of organization/company/clusters in sustainable competitiveness achievement, based on sustainable competitive products. The applied methodology of the systemic approach went through the four classic stages. Two new models useful in practice have been developed: (a) holistic marketing mix model for sustainable competitive products of organizations/enterprises/clusters, and (b) competitiveness cycle of holistic marketing and integrative innovation in organizations/enterprises/clusters. The use, adaptation, and integration of current/future marketing and innovation methods and tools in the newly developed models remains a goal of future research.

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Vorheriges Kapitel Is Eastern Europe a Choice for Relocation? An Empirical Analysis by Applying AHP Method
Nächstes Kapitel The Order of Business Process Digitalization in Romanian Small- and Medium-Sized Enterprises
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Metadaten
Titel
Holistic Marketing and Integrative Innovation of Sustainably Competitive Products
verfasst von
Liana Rodica Pater
Sanda Ligia Cristea
Copyright-Jahr
2024
Buch
Management, Innovation and Entrepreneurship in Challenging Global Times

Print ISBN: 978-3-031-47163-6

Electronic ISBN: 978-3-031-47164-3

Copyright-Jahr: 2024

DOI
https://doi.org/10.1007/978-3-031-47164-3_44

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