Issues of innovations in large retailers marketing

• Author: Balasescu S.
• Pages: 27-34

Bulletin of the Transilvania University of Braşov

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

Issues of innovations in large retailers marketing

Simona BLŞESCU1

Abstract: 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 dynamic, suffering

mutations on all levels, changing constantly the methods of marketing and sale, distribution

forms, geographic distribution, etc. Retail sector has become a dynamic sector, with a rapid

evolution and various forms of organization, mainly due to economic development and

technological progress we have witnessed in recent years. To the rapid development of retail

contributed the innovation, allowing it to adapt rapidly to market conditions, to continuous

growth in consumer demands and requirements and the need for traders to streamline their

business activities.

Key-words: innovation, marketing, retailing

1. Introduction

Innovation Marketing refers to how a product or service originated from innovation

is valorised, after being investigated various possible applications, starting from

technology. (wikipedia.org).

In Romania, the importance given both to marketing and innovation is very

small, considering the European Ranking on Innovation - European Innovation

Scoreboard - 2008, where Romania is placed in the fourth group - countries recovery

with innovation performance below the EU average (europa.eu).

A first objective of this paper is to approach the definition of the role and

importance of innovation and marketing innovation highlighting specific strategies.

The second objective of the paper is to analyze the innovative marketing strategies

that international hypermarkets uses, including on Romanian markets.

When we talk about innovation, we tend to think of technology and high-tech,

but innovation can mean different things depending on each consumer perception

(Dovleac and Blşescu, 2012, 8).

Innovation relates generally to bring something new, designed either to

increase the value (for consumer or producer) or to solve a problem. This innovation

1 Transilvania University of Braşov, simona_balasescu@yahoo.com