Evaluation of the impact of innovation processes and activities on Romanian retailers and consumers through marketing methods and techniques

• Author: Balasescu M.
• Pages: 19-26

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Evaluation of the impact of innovation processes and

activities on Romanian retailers and consumers

through marketing methods and techniques

Marius BLŞESCU1

Abstract: Through this study we propose, with the help of specific marketing methods and

techniques, to assess the impact of innovation processes and activities, both from the

retailing and consumers perspective. To the basis of these evaluations are the results of two

market studies, one conducted among retailers in Brasov (Romania) and one conducted

among retail consumers from the same city.

Key-words: innovation, retailing, innovation marketing, marketing research

1. Introduction

Worldwide, retailing has an important role and together with the wholesale trade, is

an intermediate link in the flow of producer-consumer relations (Patriche et al, 2004).

In this context, operators must be able to cope with high and complex customer

demands to be able to maintain a high level in this market. The only way that any

company (no matter what size or nature of bu siness) could successfully cope with

market challenges and defeat the competition is innov ation. Due to the fact that trade is

an area where companies must constantly understand customer needs, it must anticipate

behavioural changes, requiring, beside market research, innovation for designing

products, processes and services for customers (Popescu 2006, pag 76).

Analysing the way distribution systems evolved in various countries it can be

seen that, in all areas of the globe, the distribution has become progressively a

particularly dynamic sector, suffering mutations in all areas, always changing

methods, distribution forms, geographic distribution (Balasescu and Balasescu, 2010) .

The evolution of world economy highlights the fact that, all over the globe,

the trade, especially retail trade, became progressively a very dynamic economic

sector, knowing changes on all levels: sale methods, distribution forms, geographic

distribution of business management (Balasescu 2013, pag 15-20).

1 Transilvania University of Braşov, ion.popescu@unitbv.ro