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This study explores the role of Generative Artificial Intelligence (GAI) in enhancing brand experiences, focusing on selected case studies from a niche art gallery and a global beverage brand. Generative AI - a subfield of AI - is a smart tool that can autonomously generate content, offering exciting possibilities for brand storytelling and consumer engagement through descriptive text prompts. In today's experience-driven economy, brands are no longer just offering commodities, goods, and services, they are striving to create personalised experiences to make them more memorable and meaningful to customers. In the 4E's of individual realms of experience - entertainment, education, escape, and aesthetic - powerful brand narratives are needed. Using an analysis of interviews and real-life case studies like the immersive art exhibitions at Unicorns Young Collectors Club (UYCC), Surabaya, Indonesia, and the advertising of multinational companies, Coca-Cola, this study finds that brands who utilise GAI can effectively enhance brand experiences, make brand stories feel more personal and engaging. This not only helps them stay competitive in the marketplace but also strengthens their connection with customers. In conclusion, this study contributes to our understanding of the pivotal role of Generative AI in building brand experience. While the findings offer valuable insights, further research is recommended to expand the scope and generalizability across industries and regions. Generative AI holds promise as a powerful tool for shaping the future of branding, enabling brands to create experiences that resonate with consumers in meaningful and impactful ways. [ABSTRACT FROM AUTHOR]

The aim of the article is to determine the tools of marketing research for the introduction of marketing innovations in the restaurant business. The authors analyze publications of leading domestic scholars, which are devoted to the issues of introduction of marketing innovations in the restaurant business, allocation of their main directions of development, in particular regarding the conceptions of establishments, pricing policy, promotion, interior design, commodity policy of the restaurant. The article allocates the types of marketing research of innovations in the restaurant business, namely, outlines the following blocks: analysis and development of websites and mobile applications, automation in messengers; analysis and distribution of restaurants on social networks Facebook, Instagram, Tik Tok, etc.; analysis of blogging and creation of user-generated content; evaluation of the use of QR code and Wi-Fi in restaurant business establishments; analysis of the use of visual merchandising; development of an interactive menu; analysis of consumer preferences. In addition, the authors have developed and schematically presented a model of the relationship between the introduction of marketing innovations and research tools, where it is determined that, depending on the environment of innovation, different marketing research tools can be used. Thus, accordingly, for internal innovations (created within the establishment, aimed at improving the efficiency of its activities), it will be optimal for evaluation, analysis and implementation of the use of consumer research and advertising methods, social networks, sales promotion systems, etc. For the introduction of external innovations (created outside the establishment, but directly related to it), the use of the following methods is relevant marketing research: research and analysis of the external market; research of competitive advantages and opportunities of restaurant business enterprises; other studies of the external environment of the restaurant business, etc. On the basis of this, it is concluded that the information obtained in the process of marketing research contributes to the effective introduction of innovations and the development of establishments in the restaurant industry. Directions of innovative development of enterprises of the restaurant business have been proposed, which will contribute to the implementation of marketing pricing policy, achievement of strategic management decisions on the implementation of research and implementation of technologies to attract consumers, and, accordingly, increase competitiveness.

The integration of Augmented Reality (AR) and Virtual Reality (VR) technologies has revolutionized digital marketing strategies globally. This theoretical study specifically investigates their application within the Indian market, aiming to understand how these immersive technologies can enhance consumer engagement and brand loyalty in a culturally rich and diverse marketplace. Utilizing a comprehensive review of existing literature, the paper identifies key areas where AR and VR can create impactful marketing experiences unique to the Indian consumer. These include virtual try-ons, immersive advertisements, and interactive brand storytelling, particularly in sectors such as retail, real estate, and tourism. The study also examines the challenges faced, such as technological accessibility, digital literacy, and localization of content, proposing strategic solutions to effectively integrate AR and VR in India's digital marketing landscape. The findings suggest that, with targeted investment in technology and creative content development, AR and VR can significantly elevate the consumer experience, leading to deeper brand connections and enhanced marketing efficacy. This research contributes to the understanding of digital marketing innovations in emerging markets and proposes a roadmap for businesses aiming to implement AR and VR technologies in India. [ABSTRACT FROM AUTHOR]

Digital marketing is a key strategic component of the modern business environment, contributing to the competitiveness of companies. The purpose of the study is to analyse the impact of digital marketing on product quality and competitiveness of organisations. Considering the various aspects of digital marketing, the article reveals its role in improving the product, attracting a new audience and retaining loyal customers. Digital marketing helps to create content aimed at the individual needs of consumers and ensures the effective use of online communication channels. Research clearly demonstrates the strong link between digital marketing and product quality improvement. This strategy provides businesses with the opportunity to actively engage with their audience, obtain feedback from customers, and adjust product features to meet their needs. Among the key advantages of digital tools is the ability to analyse consumer demand and anticipate market trends, which in turn allows for timely and effective responses to changes. Improving product quality is not the only beneficiary of digital marketing. It also helps to attract a new audience and retain loyal customers. This is achieved through meaningful, personalised customer service, helping to highlight their unique requirements and ensure that the product meets their expectations. All in all, digital marketing is an important strategy that helps businesses not only improve the quality of their products but also achieve high competitiveness. Its ability to engage with the audience, adapt to changes, and improve customer experience makes it central to the modern business environment. The main conclusion of the study is that digital marketing determines business development in the modern digital world. It provides companies with an opportunity to attract the attention of the target audience and increase their interest and interaction with the product. The results of the analysis confirm that digital marketing is essential for achieving success in a dynamic competitive environment. [ABSTRACT FROM AUTHOR]

Marketing innovation is a key tool for businesses to expand their marketing skills and move forward. There are many marketing innovations available on the market but the most crucial are changes in aesthetic design or packaging, new methods of product placement, new media or techniques for product promotion, and new methods of valuing goods or services. The aim of the contribution is to identify countries where marketing innovations are used the most. Researched countries have been the countries of European Union. To fulfil the main objective, secondary data from European Statistical Office (EUROSTAT) for the 2014 year were used. Marketing innovations have been increasing rapidly with the new upcoming technology and rapid changes in the smart technology. The results have shown us the most innovative countries are Germany, Turkey, Italy and France. The most popular marketing innovation are new methods of product placement. [ABSTRACT FROM AUTHOR]

The Covid-19 pandemic has had an impact on the marketing performance of MSMEs in Indonesia, as indicated by a decrease in sales. Therefore, various strategies must be carried out to boost the sales, including by implementing marketing innovations and increasing the ability to interact with customers. In addition to examining the effect of marketing innovation, consumer need adaptability, empowered interaction capability, and marketing intelligence on marketing performance, this study also aims to examine the effect of empowered interaction capability on marketing performance mediated by consumer need adaptability and marketing intelligence in Micro, Small and Medium Enterprises (MSMEs) in Banjarsari District during the Covid-19 pandemic. The sample of this study consists of 51 MSMEs spread across Banjarsari District, Surakarta Regency, Central Java. The analytical method used is Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study show that empowered interaction capability has a significant positive effect on marketing performance. Meanwhile, marketing innovation, consumer need adaptability, and marketing intelligence have no effect on marketing performance. Likewise, consumer need adaptability and marketing intelligence do not mediate the effect of empowered interaction capability on marketing performance. The implication of this research for MSMEs is that MSMEs need to increase empowered interaction capability through increased collaboration and co-creation so that customers are willing to provide ideas or suggestions to the company, thereby increasing company performance.

This study delves into the intricacies of the evolution of cosmetic marketing, shedding light on emerging trends that are redefining how cosmetic products are sold and perceived. It aims to identify the main trajectories of the cosmetics market and thoroughly explore their potential impact on future marketing strategies. The methodologies used in this study include statistical analysis to decipher market dynamics and forecasts, an in-depth literature review to track market narratives, and a comparative approach to understand the relative impact of each trend. Digging deeper into the results, a major trend was the focus on transparency and clarity of product ingredients. Consumers are leaning towards brands that demonstrate unambiguous ingredient lists and transparent sourcing and production practices. The second key trend is the rapid integration of artificial intelligence and big data technologies into cosmetic marketing. Brands are using AI-powered tools to provide personalised product recommendations, predictive marketing, and improve customer experience. In addition, the previously ignored male demographic is becoming a focus, requiring products and marketing campaigns tailored to male sensibilities and needs. The surge in demand for multifunctional cosmetic products, i.e., those that combine multiple benefits, highlights the fourth trend. Consumers are now gravitating towards products that offer multiple benefits by combining skincare and cosmetic benefits. Ultimately, brand loyalty, underpinned by ethical and sustainable practices, is seen as the linchpin of future marketing strategies. The practical implications of this research are multifaceted. For companies operating in the cosmetics market, understanding these trends is not only useful, but also necessary to adapt their strategies to keep them in sync with consumer expectations and ongoing market changes.

The article is devoted to the identification and analysis of factors influencing the emergence and further development of innovative communities within both a separate region and the country as a whole. The article analyzes three types of economic development proposed by the World Economic Forum and identifies the main factors inherent in each of them. It is shown that the quantitative growth of innovations will not immediately lead to an increase in the competitiveness of innovative communities. This is due to the main two reasons: the need to adapt to the new order and the lack of market value of many modern innovative technologies. The authors analyzed statistical data on the complexity of innovative activity in Ukraine and revealed the unevenness of various types of innovation. It was established that in order to speed up the diffusion of innovations in society, a necessary condition is the readiness to accept them. In this regard, the needs of a modern innovator working in small and medium-sized enterprises as the main subjects of idea generation have been determined.

Marketing innovations and their effectiveness are a very significant part of marketing. Marketing has been digitized in recent years, and everything is moving to the online environment, so companies need to be able to adapt to these changes. Consumers increasingly prefer shopping on the Internet, and therefore it is necessary to move their outreach to the Internet. The main goal is to analyse the effectiveness of marketing innovations in the selected organization and to determine the effectiveness of the selected marketing strategy. The study compared many theoretical aspects in the field of marketing innovation and chose a company to investigate the effectiveness of a specific marketing strategy. The Alza company is the largest online retailer in Slovakia and the Czech Republic and is one of the innovative leaders. Alza's efficiency is an interesting indicator of marketing innovations. Using mathematical and statistical methods, we evaluated the effectiveness of the marketing strategy of the selected company. The result of this study is the identification of the most significant marketing innovations and the evaluation of the effectiveness of a specific marketing strategy used by Alza. [ABSTRACT FROM AUTHOR]

The article is aimed at theoretical substantiating the essence features of marketing innovations in educational activities, defining their features in the current conditions and identifying their characteristics. It is proved that marketing innovations play an important role in the development of educational activities of a university. The introduction of an innovative product or service into the university’s activities allows to make the latter more successful. The use of modern research methodologies, the involvement of stakeholders will ensure the development of the university’s entrepreneurial activity, increase its competitiveness in the educational services market. In order to determine the essence of marketing innovations in educational activities and its manifestation in the educational services market, the article analyzes its constituent elements: actors of marketing relations and the functions of these entities in the market; scope, goals and objects of marketing of innovations in educational activities; principles, instruments and peculiarities of implementation. It is proved that the marketing of innovations in educational activities should be understood as a management conception focused on the effective use of the university’s potential and resources to satisfy consumers and make a profit by developing and implementing innovations. It is defined that the main task of marketing innovations is: determining the ways and actions to ensure that innovative products as ware represent value and usefulness for potential consumers, informing consumers about this, and ensuring the availability of ware. Solving these tasks is provided by using the following marketing methods: research of the market and the needs of potential consumers; search for possible applications of an innovative product; organization of its promotion to the market; use of pricing methods, along with various forms and methods of sale. The use of marketing orientation when introducing innovations in educational activities involves continuous analyzing the needs of consumers of educational services, determining the structure of consumer motives, researching their reactions to a new or updated service, and constantly monitoring both the existing and the potential opportunities of the university. Therefore, the prospects for further research in this direction are the definition of directions and instruments for monitoring the innovation and marketing activities of the university.

Based on observation of the market and the need for change the process of creating marketing innovations in service companies in Szczecin, the author adopted as the aim of the article the identification of new marketing solutions for the service market by way of an evaluation of the possibility of taking advantage of social media potential and social media activities carried out by local companies. In assessing the tools characteristic of new media and the attitude of companies towards these tools, an attempt was made to identify opportunities for companies to use social media. As part of the research, a questionnaire was used that was targeted at owners and managers of local companies from Szczecin. The study was expanded to include virtual ethnography, which involved observation of a company’s profile on social media. The article presents a proprietary classification of social media by social channels and their functions. The author has paid particular attention to breaking down social media not by the technology they use, but by their practical applications.

The article discusses the essence and directions of application of marketing innovations in the communication policy of hotel enterprises. Directions of application of marketing innovations by domestic and foreign hoteliers are closer defined; attention is focused on the importance of innovations in the promotion of a hotel and its services. The practice of leading market actors on the use of tools of «partisan» marketing in their communications with target audiences is generalized. It is noted that marketing innovations must be agreed with the concept of hotel promotion, they must be systematic and be produced constantly. A scheme of implementation of promotions, which are aimed at producing the WOW effect in hotel marketing, is described. The necessity and relevance of the use of digital technologies in the strategies of promotion by the hotel business actors is substantiated; directions of application of digital marketing technologies in the domestic hotel business are defined. It is specified that the transformation of the directions of competitive struggle of hotel enterprises for the attention of the audience has led to the redistribution of advertising budgets in favor of additional marketing tricks – site content, professional shooting, 360-degree video, bright interactive promotional developments, review work, planned SEO, administration of pages in social networks, PR events, contextual promotion. The emphasis is placed on the importance of developing functional landings that will attract attention to a particular service, get more applications, increase the conversion of website and collect a database of contact data for future work. It is determined that marketing innovations are implemented in the direction of personalization, individual marketing experience of the client, development of a CRM-system. The role of messengers and chatbots with artificial intelligence as new channels of attraction of guests to hotel enterprises is considered. The authors pay attention to a number of interesting marketing programs, which include marketing innovations aimed at addressing the challenges for hospitality enterprises caused by pandemics and quarantine measures. It is noted that such programs are developed by marketing firms and industry professionals not only to help hotels, but also to create attractive offers for guests.

The paper aims to recognize whether family firms that introduce the creative ideas of their employees are more innovative than the other family firms, i.e. if they introduce more products, processes, marketing, and organizational innovations. Moreover, it explores the relationship between the innovation of family businesses and their involvement in activities that stimulate innovative thinking by building a trusting workplace climate, driving employees’ development, and supporting team integration. The study is based on the primary research which was conducted in Poland on a sample of 353 family firms. The statistical analysis of the research results shows that family firms that implement the creative solutions of their employees introduce significantly more product innovations than other family businesses. However, there are no differences between these two groups of family firms regarding organizational, process, and marketing innovations. Our analysis also revealed that: (i) supporting employee development is an independent factor influencing the product, process and organizational innovation of family businesses; and that (ii) building team integration by the company is an independent factor that impacts process innovation.

World banking analysts predict that in the near future the number of traditional banks will be reduced by 50% worldwide, through a mix of closures, mergers, acquisitions and spinoffs. This is due to the evolution of banks, which have grown from physical infrastructure (brick and mortar business) that served customers into electronic banks. Nowadays, in order to meet the sophisticated needs and wants of customers, banks offer a wider range of digital services. Thus, while the traditional banking comprised of straightforward loans, deposits, treasury, and insurance products, new "universal" banks slowly added more offerings such as derivatives, asset-backed securities, digital wallets, wealth management, and private banking. The banking is facing digital banking innovations across the spectrum of payments, cash, lending, money transfer, investment management, and lending, among other areas. The main objective is to understand the customers, their lifestyle, preferences and then custom build the product to add value and enhance the customer experience. In order to come closer to the consumers, banks use modern integrated marketing communications. However, the question is whether and how satisfied consumers are with the new digital banking services i.e. with the one-stop-shop access for all services. This paper contains a survey to analyze customer satisfaction from Macedonian banks, their operations and way of marketing communications. [ABSTRACT FROM AUTHOR]

This paper explores the firm-level relationship between product, process, organizational and marketing innovation activities and firm productivity. We propose a structural model that relates R&D decisions, innovation activities, and productivity by using a version of the model developed by [Crépon, B., E. Duguet, and J. Mairesse. (1998). "Research, Innovation and Productivity: An Econometric Analysis at the Firm Level." Economics of Innovation and New Technology7: 115–158] and empirically analyze the drivers of firms' innovation strategies as well as which combination has effects on firm's economic productivity. Results show that R&D expenditures are an important predictor of all types of innovation as well as an important indirect driver of firm productivity through innovation activities. Both process and product innovation have positive effects on firm's economic productivity, especially when they are jointly conducted. Organizational activities are beneficial also for other types of innovation and especially for process innovation. The introduction of a new product on the market may raise productivity if complemented by marketing innovations. Results are driven by firms that have invested the most in new equipment and machinery. [ABSTRACT FROM AUTHOR]

The paper focuses on the dual quality of daily consumption products through the lens of the Millennial generation. According to the literature sources, Millennials are a generation of people that would become the main purchasing power in a few years. There are many diverse opinions on dual quality. Few are based on actual evidence, making it hard for regular consumers to differentiate between what is real and what is made up. This research study aims to sort out the myths and facts concerning the dual quality of daily consumption products utilizing the Millennial customers as a subject of research and information sources. Investigating the topic of dual quality revealed that the greatest attention was allocated to product testing and proved that dual quality existed. In Slovakia, however, there was a lack of research on consumer opinions on this topic. Therefore, the results of this study examining the Millennials' views on dual quality are unique. The empirical research was carried out in the years 2019 - 2020 on a sample of 987 respondents. From them, 395 consumers were selected who met the Millennial generation's characteristics in terms of age. The methodological tools of the research were the Binomial test, Multivariate Regression Analysis and the Chi-square test. As the research results show, the dual quality is most commonly observed by the Millennials with higher incomes and living in smaller settlements. The research empirically confirms and theoretically proves that Millennials consider dual quality to be the most ethical issue. Based on empirical research results, the paper presents suggestions for companies on how to manage the production and supply of products to different European Union countries without breaking the rules and aggravating the consumers. The proposals are based on current EU legislation and are formulated according to the authors' empirical research results. [ABSTRACT FROM AUTHOR]

The subject of research is theoretical and practical questions of using of innovative systems of quality management of system the services sector. The purpose of the article – to analyze the innovative system of quality management system service sector and it role in activization of development tourism. Methods of the research. Methods of theoretical generalization and comparison, system analysis are used in the article. The results of the research. Activization of tourist services sector determines of necessity the development and implementation of quality management system as compulsory component of the development strategy as tourism as a whole and at the level of the individual companies. The most real method to achieve this purpose is the formation of mechanism of state regulation and quality management of tourist services, should directed to the full using of measures, systems and methods of management. System of services sector of quality management in the implementation and improvement interacts with other social systems and industrial enterprises of the tourism industry. The first is the management of development of the tourism product, production planning, technological preparation, material and financial resources, quality of work, preparation of personnel. Together, these systems cover all spheres of activity the labour collective of tourist enterprise, industrial, economical, social, technological. Achieving of effectiveness system of the management quality of services sector on enterprises of the tourism industry can’t achieved without the using of various innovative forms and active influence of services sector and management personnel on improve of the quality of tourist services, tourist agents. Field of using results. The results providing create of a theoretical basis for activization of innovation activity in the national quality management system of services sector. Conclusions. Quality of services sector affects on the structure and consumer demand is an important factor in competition on the tourism market in the modern economic conditions. Tourists of the services sector at hotels, restaurants, travel agencies, travel agencies, active advocates are satisfied. On quality of services sector is influenced of such factor as the directing on services and products, their orientation to a specific consumer.

The research objective is in definition of the main tools participating in process of commercialization of grocery and marketing on the basis of expansion and deepening of the existing theory and methodology of commercialization, and also development of recommendations to improvement of tools that will promote finally to increase of efficiency of process of acceptance of a novelty by the market. Research is conducted on the basis of two-stage methodology including at the first stage carrying out questioning among the employees occupied in the course of commercialization in the large companies FMCG of the market, and at the second stage a case - research of two - players of the Russian market of juice. Confirmation of the made hypothesis that in most cases the innovations put on the market, can be considered grocery that is explainable that such innovations are capable to give to consumers essentially new advantages is result of research. The interrelation between stages of commercialization and the tools applied during this period is also confirmed. In the analysis of separate tools the tools informing the consumer on new products showed the greatest importance. Among them the special importance is played by TV advertizing. Practical application of results consists in identification tools for each of stages of commercialization of innovations the FMCG companies, and also those from them which play a paramount role on each of stages are defined.

It is well known that small and medium sized enterprises play a significant role in the economies and especially in smaller countries and in their economies as they reduce unemployment which has a beneficial effect on the social development of societies. The role of innovations as a new and major factor in economic growth continues to be underestimated and this is valid for Bulgaria as well where there is a deficit of research on the innovation activities of the SMEs in Bulgaria. Тhe main goal of this empirical study is to find out the attitude to innovations in SMEs, what kind of innovations related to marketing are conducted by the Bulgarian SMEs - in product design, packaging and marketing communications, what are the differences in the orientation of the business models to innovations. The main data collection method is an online survey with a random sample of SMEs. Part of the empirical data from survey questions are compared with the data from similar research in Iceland provided to the team by the Institute for Innovations Research of Reykjavik University in order to make possible the comparison. According to the survey data there is a difference between the approaches: the Icelandic companies are more inclined to radical innovations while for the Bulgarian companies is more typical the incremental approach to innovations.

Purpose: Progressing digitization of the economy leads to the emergence of a new type of consumer, called digital consumer, who has specific needs and requirements for offers. The enterprises are forced to look for new solutions that meet the specific expectations. The objective of the paper is to identify the specific requirements of digital consumers as potential inspirations for innovative marketing solutions. Design/methodology/approach: The following research question was formulated: what requirements of digital consumers are the source of innovative products offered by modern enterprises? Review of the literature on the subject, analysis of research results on the specifics of digital consumers and their requirements for bidders, review of innovative offers of enterprises that meet the expectations of digital consumers are methods that have been used in the paper. Findings: The main expectations of digital consumers relate to personalization as well as fast and efficient service. Digital consumers are impatient, they expect an immediate and effective response to their individual needs. Practical implications: These studies could relate to assessing the degree of preparation of enterprises to service digital consumers and meeting their specific expectations, as well as the level of satisfaction of digital consumers with innovative solutions. Originality/value: Specific requirements of digital consumers have been identified as potential sources of innovative marketing solutions for enterprises. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Entrepreneurship, Management & Innovation is the property of Wyzsza Szkola Biznesu-National Louis University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The article is aimed at defining the basic approaches to pricing that correspond to the modern technological mode, as well as the prospects of substituting them with new strategies in the process of evolution of technology and socio-economic development. The technological evolution within the terms of cyclic substitution of the dominant technological ways together with periodicity of domination of the single pricing strategies have been considered. It was identified that in the process of transition to the sixth technological mode, the core of which is the high-tech and the science-driven types of economic activity, the strategies of premium pricing are at the forefront, due to their significant profitability in conditions of the fast updating of assortment of products and the particular characteristics of products and services. It has been substantiated that the dominance of premium pricing creates an inflationary effect, especially in the terms of innovative economic activities, which are potentially the basis for active implementation of technologies of the new mode.

The article is aimed at consideration of theoretical approaches and developing practical recommendations on the need to introduce a mechanism for marketing innovations in order to enhance the competitive advantages of enterprise. The conception of marketing innovations is defined as a business philosophy that involves identifying the market opportunities for innovative development of enterprise. Importance of increasing the competitiveness of an enterprise through introducing the marketing of innovations has been proven. The basic principles, functions, and instrumentarium of formation of a mechanism for marketing innovations were considered. A mechanism for implementing the marketing innovations has been proposed that will provide enterprise to retain a sustainable competitive position in the long term. Prospect for further research in this direction will be defining a system of indicators to evaluate the efficiency of impact of marketing activities on the innovation activity of enterprise.

Objective: The aim of the paper is to develop the theory of retail business positioning as a part of marketing innovation-based strategy. It is proposed that innovative retail formats and business models should be included in it. Research Design & Methods: The critical literature review on the existing dimensions of business positioning as well as the new, suggested dimensions is made. General trends in food retailers’ positioning in Poland and the positioning strategy development of Carrefour are analysed in the form of examples and a short case study. They are based on the secondary sources like academic papers, retail magazines and companies’ web sites. Findings: On the fragmented food markets retailers position themselves by introducing format innovations and stressing low price. Then they have to reposition themselves by attributes other than price. Big mass merchandisers are now segmenters. Implications & Recommendations: In Poland the tendencies for buying natural, Fair Trade, diabetics, organic or functional products, as well as the focus on the elderly segment are opportunities for retailers. Yet, trading up creates new opportunities for discounters. Contribution & Value Added: The paper contributes to the theory of retail positioning by linking elements of the marketing and the entrepreneurship approaches. It also develops knowledge about the Polish retail food market.

In existing conditions the operational management is part of the management system and its quality has certain impact on the efficiency of agribusiness commercial and entrepreneurship activities integrating the interaction of their units and their relationships with consumers, resellers, suppliers, competitors and other contact audience of marketing microenvironment. Operational skill regards achieving high performance due to the existing processes and procedures by means of reducing errors, eliminating useless steps, etc. The main difference is that introducing these boundary improvements does not fundamentally change the way we work resulting in insignificant progress. In the operating system, innovations mean any changes in conditions in its structure and functions. Innovations in operational management can be divided into favorable, neutral, and unfavorable. The innovation introduction is one of the most important factors affecting the quality of operational management, since the main feature of operational management quality is the constant development of the business entity operating system, and it is impossible without the development and implementation of innovations in their marketing activities. Operational marketing-management is the decisive factor in improving the business entities activities. It is necessary to create the mechanism for coordination of innovative developments with operational activities in a single continuous process, where they play an equal role in achieving the business entities goals. Innovation management is fundamentally different from operations management. Operation efficiency is an important feature of the operating system. In the process of innovative development, one of the most important factors is the creation of the required conditions within business entity. The task of operations is direct implementation of innovative developments in commercial and entrepreneurial activity and ensuring their further effective functioning. In this regard, there is an urgent need to create specific mechanisms for innovations implementation within the business entity and coordination of processes with existing and newly created operations. [ABSTRACT FROM AUTHOR]

This paper discussed the marketing innovations associated with Industry 4.0 and the effects that these innovative approaches cause. The main aim of the research was to discover the relationship between marketing innovations and their effects. Knowledge of this relationship can be used for the strategic planning of industrial companies in practice. The research methodology consisted of pilot research followed by primary research in industrial enterprises. The data were evaluated by descriptive statistics, statistical hypothesis, and correlation analysis. Through the research, the authors identified the importance of 17 innovative marketing tools and the strength of the use of 11 effects resulting from the implementation of these tools. The authors identified the relationships between tools and their implications in Industry 4.0 where a correlation was demonstrated. A list of 11 strategic objectives was created and, subsequently, a specific marketing mix proposal for each objective consisting of innovative marketing tools was as well. The results of this work enable enterprises involved in Industry 4.0 to better plan. [ABSTRACT FROM AUTHOR]

Copyright of Central Asian Economic Review is the property of Narxoz University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The article is devoted to innovations, innovative companies and the classification of innovative companies. The paper examines approaches to the ranking of innovative companies with regard to innovation premium.

Economic growth in modern retail trade is determined by the development of resources, especially knowledge and innovation. The aim of this paper is to demonstrate that retailers use innovative solutions, which are based on new information and communication technologies. Their manifestation is the development of marketing innovations. The investigation is aimed at answering the following questions: What are the possibilities for creating marketing innovations in trade based resources and potential of ICT? What trends can be observed in the creation of marketing innovations to trade based on knowledge acquired through ICT tools?

The issue of innovativeness and innovation in the higher education sector is becoming increasingly important. Universities adopt the outside-inside type of attitude in order to strengthen their position in the education market and to conform to new circumstances.

This paper presents selected results of research on intangible capital in Serbian firms. The results are part of a broader research project, based on a survey of a sample of Serbian firms. The focus of the project is the various forms of intangible capital, and in this paper we analyse whether and to what degree firms build up their brand capital and increase marketing competencies, and what kind of external relationships they experience. The results provide the first insight into the development of the marketing resources of Serbian firms and show that this element of intangibles is gradually improving but still is at a low level. We find significant differences in the use of marketing resources between firms in regard to their size, international market experience, and ownership type. A more significant development of brand capital, external relationships, and marketing innovations and competencies is found in larger firms, firms with considerable international business experience compared to firms primarily oriented to the domestic market, and in foreign-owned firms. After identifying the strengths and weaknesses of marketing practices in Serbian enterprises we suggest some measures for overcoming the analyzed constraints in order to improve firms’ market positioning, especially in foreign markets.[Projekat Ministarstva nauke Republike Srbije, br. 179062]

Copyright of Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie is the property of Silesian Technical University, Organisation & Management Faculty and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie is the property of Silesian Technical University, Organisation & Management Faculty and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

At present innovations appear to be an important attribute in social and economic development. At the age of globalization, with customers’ anticipations and competitive business growing up, those willing to stay afloat at the market and determined to develop (the latter being often caused by external reasons) are forced to carry out continuous innovational activity. Researches done both at a company’s level and national, as well as international levels show an essential influence to the innovational activity carried out on an individual basis and the whole of economics, too. Also, studies have improved theoretical tools of innovative business process by classifying systematizing innovation and refinement of individual classifications. This will lead to leakage of the innovation process in the company, which is a set of comprehensive, constantly–implemented in time and space of advanced scientific, technical, technological, organizational, socio–economic and environmental changes that lead to increased efficiency of the enterprise.

The article considers main marketing technologies of building competitive advantages by enterprises that produce Ukrainian mineral waters. It considers individual innovations of the conceptual (eco-marketing) and applied (branding, benchmarking and competitive reconnaissance) nature with consideration of their significance for participants of this market. It offers directions of increasing the innovation component of topical marketing technologies with the aim of implementation of their results into management of competitive advantages of enterprises. It draws a conclusion about a necessity of: reducing evident and growth of a number of latent competitive advantages, based on intellectual technologies, and also development and realisation of a conceptual model of providing marketing innovations in the system of managing competitive advantages of enterprises; and formation of the system of monitoring marketing innovations with the aim of development of additional services and means of building competitive advantages of enterprises that produce mineral waters.

This paper discussed the marketing innovations associated with Industry 4.0 and the effects that these innovative approaches cause. The main aim of the research was to discover the relationship between marketing innovations and their effects. Knowledge of this relationship can be used for the strategic planning of industrial companies in practice. The research methodology consisted of pilot research followed by primary research in industrial enterprises. The data were evaluated by descriptive statistics, statistical hypothesis, and correlation analysis. Through the research, the authors identified the importance of 17 innovative marketing tools and the strength of the use of 11 effects resulting from the implementation of these tools. The authors identified the relationships between tools and their implications in Industry 4.0 where a correlation was demonstrated. A list of 11 strategic objectives was created and, subsequently, a specific marketing mix proposal for each objective consisting of innovative marketing tools was as well. The results of this work enable enterprises involved in Industry 4.0 to better plan.

It was considered the complex of market researches of the industrial enterprise, including: the formulation of research objectives in accordance with the existing problem, foundation of method of obtaining data selection, analysis of features of collecting information for industrial and technology products, processing of results and the development of management actions. Complex of researches relates to the development and production, the study of consumer behavior, intermediaries, suppliers and other contractors of the industrial enterprise. It was conducted the analysis of micro- and macroenvironment of marketing and assessment of the competitiveness of one of the basic products for the success of industrial products producer in the market on the example of the concern «Nicmas». [ABSTRACT FROM AUTHOR]

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Innovations are an important, although imprecise conceptual category. They are perceived differently depending on the accepted scientific perspective. The article verifies the concept of innovation in terms of marketing and accounting. The main aim of the paper is to identify problems and formulate preliminary research hypotheses connected to the integration of the accounting and marketing functions of an enterprise within the context of the assessment of innovative activities conducted by the entity. Additionally, it is the authors' intention to draw attention to similarities and differences that occur between the regulations of the national accounting law and the approach of marketing within this domain. For the purposes of the research it has been hypothesized that the integration of the accounting and marketing functions of en enterprise concerning innovation is limited because of different perceptions of sources and results of innovation within these two fields. Assessments of the innovativeness of the same enterprise from the perspective of marketing and from the perspective of accounting are different. This aim has been realized through the use of scientific description based on the analysis of literature concerned mainly with marketing innovation. The perspective of accounting innovation was also analyzed through a literature study and using a comparison study of chosen accounting regulations contained in the Polish Accounting Act and the International Accounting Standard 38 „Intangible Assets". In conclusion it should be stated that accounting has not defined the concept of „innovation" nor, for the purposes of financial reporting, has not isolated innovation as an asset. In accounting, assets associated with the concept of innovation include intangible assets and tangible resources in fixed assets. Considering the presented approaches to innovation a distinct relationship on the type of incurred expenditures can be noticed: whether the expenses had been incurred for internally generated assets or for their acquisition. Only acquired resources and costs of completed development and development work in progress are a common part for these concepts. The presented initial stage of research also confirmed that from the perspective of accounting and marketing the assessment of the innovation level of an enterprise is not identical. It is assumed that the integration of the accounting and marketing functions within a company may have a positive effect on the process of information management. [ABSTRACT FROM AUTHOR]

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Copyright of Financial & Credit Activity: Problems of Theory & Practice is the property of University of Banking of the National Bank of Ukraine and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Objective: The aim of the paper is to develop the theory of retail business positioning as a part of marketing innovation-based strategy. It is proposed that innovative retail formats and business models should be included in it. Research Design & Methods: The critical literature review on the existing dimensions of business positioning as well as the new, suggested dimensions is made. General trends in food retailers' positioning in Poland and the positioning strategy development of Carrefour are analysed in the form of examples and a short case study. They are based on the secondary sources like academic papers, retail magazines and companies' web sites. Findings: On the fragmented food markets retailers position themselves by introducing format innovations and stressing low price. Then they have to reposition themselves by attributes other than price. Big mass merchandisers are now segmenters. Implications & Recommendations: In Poland the tendencies for buying natural, Fair Trade, diabetics, organic or functional products, as well as the focus on the elderly segment are opportunities for retailers. Yet, trading up creates new opportunities for discounters. Contribution & Value Added: The paper contributes to the theory of retail positioning by linking elements of the marketing and the entrepreneurship approaches. It also develops knowledge about the Polish retail food market. [ABSTRACT FROM AUTHOR]