Marketing and Social Innovation - a Comparative Analysis

• Autorzy: Anna Olejniczuk-Merta
• Języki publikacji: EN

Abstrakty

EN

Purpose: The article contents are a synthetic presentation of the evolution of marketing and the hitherto development of social innovation as well as a comparison of the leading traits of both processes at the present stage of development. Based on this, there is an attempt to assess their impact on the social and economic development.

Methodology: This article is of a theoretical nature. Findings: The idea and concept of marketing and social innovation have a great potential to serve socioeconomic development. To a certain degree, they have approximate or even common ideas and goals as well as similar concepts and effects. Social innovation is a support for marketing in the delivery of values and satisfaction to consumers and to a significant part of the society. It also independently affects raising the quality of life of the society, owing to socialisation, diffusion and aid in the more effective use of technological, organisational, managerial and marketing innovations.

Value: The article is a part of the stream of current discussion on the place and role of marketing and social innovation in the contemporary economy and society. (original abstract)

Słowa kluczowe

EN

Social economic development; Marketing; Innovations; Marketing innovations

PL

Rozwój społeczno-gospodarczy; Marketing; Innowacje; Innowacje marketingowe

• Czasopismo: Management and Business Administration. Central Europe
• Rocznik: 2014
• Tom: 22
• Numer: nr 4
• Strony: 144--152

Twórcy

autor

Anna Olejniczuk-Merta

• Kozminski University, Warsaw, Poland

Bibliografia

• Bollier, D. (2001). Public Assets, Private Profi ts. Reclaiming the American Commons in an Age of Market Enclosure. Washington, DC: New America Foundation.
• Budinich, V. and Serneels, S. (2012). HVC, czyli rynek, zysk i innowacje społeczne. In: Odpowiedzialny biznes. Sojusz na rzecz potrzebnych zmian. HBRP.
• Czubała, A., Hadrian, P. and Wiktor, J.W. (2014). Marketing w 25-leciu gospodarki rynkowej w Polsce. Warszawa: PWE.
• Groenroos, Ch. (2006). On defi ning marketing: Finding a New Roadmap for Marketing. Marketing Theory, 6(4): 395-417.
• Hackley, Ch. (2009). Marketing: A Critical Introduction. London: Sage Publications. Defi nition of the American Marketing Association.
• Howaldt J., Schwarz M., Social Innovation: Concepts, research fi elds and international trends, www.internationalmonitoring.com.
• Innowacyjność 2010, www.parp.gov.pl/fi les/74/81/380/10838.pdf.
• Kotler, Ph., Kartajaya, H. and Setiawan, I. (2010). Marktieng 3.0. Dobry produkt? Zadowolony klient? Spełniony człowiek! Warszawa: MT Biznes.
• Kotler, Ph. and Keller, K.L. (2012). Marketing. Poznań: Dom Wydawniczy Rebis.
• NCBR - annex to the Resolution No. 37/2012 of the NCBR Council of 28 November 2012.
• Olejniczuk-Merta, A. (2013). Innowacje społeczne. Konsumpcja i Rozwój, 1/2013.
• Panek-Owsiańska. M., Innowacje społeczne. In: Wspólna odpowiedzialność. Rola innowacji. Forum odpowiedzialnego biznesu; http:// www.Youtube.com/watch?v=NB5eQr7ounc&feature=player_embedded.
• The European Commission, http: www.socialinnovationeurope.eu

Identyfikatory

DOI

10.7206/mba.ce.2084-3356.126