The role of innovation in the trade industry

• Author: Epuran G.
• Pages: 57-62

Bulletin of the Transilvania University of Braşov

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

The role of innovation in the trade industry

Gheorghe EPURAN1

Abstract: This paper researches the attitudes of managers of small and medium companies

from Brasov concerning the importance of the innovation process for their business. The

objective of this paper is to determine the present level of innovation in trade industry and

the future innovation strategies. The conclusions of this research are based on the results of

a marketing research among managers from Brasov city. From our point of view the future

of the trade industry will be configured by the mix of information and communication

technologies with the social, economic and legislative issues, context in which trade

companies will become more competitive and will generate more value for the consumer.

Key-words: innovation, informational system, competitiveness, information and

communication technology

1. Introduction

The "Trade World" is constantly changing under the impact of technological,

legislative, economic, social and political factors, changes that generate

transparency, predictability and uncertainties.

In the global context of predictability and uncertainty, the trade industry

crosses the world from one side to the other, with a distribution that reflects the

current configuration of the global economic power. Given the increasingly strong

competition, trade companies in Romania are facing the need to solve issues

regarding market mechanisms integration, business start-up and development etc.

From a pragmatic perspective, based on relationships and information, we

state that the trade industry develops simultaneous projections on three major axes:

the consumer (individual or organizational), the company and the society.

Accordingly, the marketing in the "trade sector" is based on a strong strategic

reflection and on a well-structured management thinking (Bruhn, 1999).

Given these considerations, the present research touches the topic of business

innovation based on information. Innovation itself is a business model, because it

leads to a reconsideration of how to run a business, how to create value for

customers and business partners.

1 Transilvania University of Braşov, epuran.gheorghe@unitbv.ro