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The challenge of innovation and market development for sustainable improvement.
Preliminary
Marketing Is about people selling more To be sustainable in the market really works.
-. The market consists of a set of general skills that help. Company to sell something else. Other people to get a share of the market. These skills are often portable. It does not matter what has been sold to someone in that market. Social and environmental. The impact of what the market is still for most of the market until recently. Recently, most irrelevant. Marketing concept of sustainability would be absurd
– Sustainable development consists of a set of principles for the idea. mindsets and methods that help individuals and organizations to improve quality of life in ways that simultaneously Protect and increase the life support system in a different world. Other without destroying the planet. At least it could mean consumption in the environmental and social responsibility; For some means less consumption.
Concept of a sustainable market so arranged questions. Market now than ever before in green and is becoming more and more. Response to products and services is likely responsible for the environmental century. 21 people have many reasons to worry. In 1980, calamities environment dominated news almost every day head trumpeted six toxic waste and nuclear fuel. meltdowns holes punctured the ozone layer, ship waste a blank search for dumpsite; Apple is not considered safe to eat. The problem is not in the backyard of someone far away. But in our own. Environment in the top of the list of people concerned.
Innovation and sustainability. MARKETING MARKETING.
Business in the current lack of development proposals for the effective use of problem market opportunity looks firm market Forces such as increased competition brief. product lifecycles and increasingly complex needs of clients and settings. It is true that many if not most reluctant to fight for business development. Offer sustainable value innovation that helps maintain the position of the market.
Innovative Marketing and sustainable development is today a hot topic. Of our world among intellectuals. Why not drag their creativity and innovation in one of the oldest profession is moving into the foundation of our society more sustainable or not. Humanity has been known to handle more challenging jobs far from placing anyone on the moon to attract people buy toilet paper. Steve Hilton from the aloe vera is good business, often show Of course these are brought together and fabricated. persuaders need to make the world more sustainable should be possible
We will allow less Sustainable growth with the market? Not quite, I think, if done well it could mean a better smarter and more efficient ways of buying and. If sustainable market stuff. Is a pipe dream when most consumers confused about the identity of green products and services they buy and of course find it difficult to pay 'green premium'? We do not think it will. If done correctly it will appeal to the personal and the rancor of "I want to do something."
However, I have found that efforts by Companies responsible for not strange enough to make the change on producers and consumers. Overall effort is more extensive, if necessary, we will be successful. The back of an unsustainable consumption and production. Considering most of us does not sacrifice Aloe Vera banana leaves for toilet paper. If the market is open. "Import" Gold has the potential to create sustainable development is how a family widely known both economic and social value. Marketing can Build influence and change the attitudes of target groups, beliefs and feelings. Short, that's why marketing. Companies that do interesting question is to be Used to enhance sustainable development?
I have stating that although sustainable development and innovation in the market with a century. 21 said the most about it. Conflicting ideas are. Evolution today about these topics is to set standards for sustainable development challenge for the marketing mix elements of all brands and create value within In and through sustainable development. It has involved the extensive use of both sustainable development and high brand awareness vehicle Agencies and communication opens up new opportunities and hope to build capacity in the market more sustainable jobs and a much larger business.
MARKETING innovation
A lot of discussion about marketing and sustainable development focusing on market development; Level of consumption among the world Richest person and the nature of change settings. Companies face fierce competition for growth, while developed countries in the most disadvantaged. People in the world instead of huge potential markets. And if the world's population expanding in line with current expectations than 90% of people who are in (What is now). Developing countries in 30 years would not be surprised that the market is increasingly interested in opportunities among the poor world, which may be related to address their Basic needs. But this desire or reason to think like a commercial business is focused on market development? The term sustainable development into core business. Responsibility for managing social and environmental issues is slowly shifting from employees of the business-critical enterprise work.
Communication operations. Innovative marketing strategies. Not only inform the company's general effort to reduce environmental impact. But also to listen to customers and attempt Recognition of employees. Complex patterns of communication strategy includes direct involvement in the development of measures. Ltd. (emission standards, the contract branch Etc.), this effort seems to show how aggressively to. Its environmental questions. But the opposite may be the way to obstruct progress on the environment. lobbying policy
It is a fact generally acknowledged that Company in possession of good (Or bad) fortune to the need for innovation. 40-90%, but by all accounts, some innovations fail in the marketplace. In this course we review the drivers of market acceptance of the view of both objective truth 'and' the truth '. Players' decisions. We then provide suggestions to bring more innovation in the market.
Invention and innovation has proven to be a key element. The development of modern society but There are 1.3 billion people on less money than the day is not very useful modern invention brought. At the same time Some important new technology is known to cause enormous damage to the global environment.
Sustainable marketing.
Increasing business investment in the strategy of sustainable development often do not fully embrace the marketing of
Results mean that mixed messages were sent. Shareholders and stakeholders alike. The need to actually attend the Sustainable Development Strategy and Global Strategic Marketing drives more.
Because of the market affect the development of products and services as a means of communication that influence consumer behavior is one of the core issues facing the business challenges. Today: at the current levels of unsustainable production and consumption in the world, of course.
There are two main ways in marketing and sustainable. One attempt to sustainable development strategy rooted in the market. After-market for innovative companies. Other placement opportunities in marketing and advertising to the value of sustainability. Developed either by disclosure or covertly.
Why do people now think the market sustainable?
As the main market has changed and we put 'age 3 'of the brand, the context for the brand has changed permanently. Early age is the brand work. The purpose of the product. legitimized through the trademark Age is a second generation products, services aspiration means for actualising the third generation of self-branding is the age of the signal. Solutions are focused on branding. Power consumers to make a better world through the products they buy. . For example, if we use the fridge if we can Said that in 1950 the people have confidence buy fridge just because it looks cool in / Eyes, but she is not sure in his world, we may ask yourself. About the impact of chlorofluorocarbons (CFCs). The glow of our refrigerators and refrigerator to be environmentally friendly.
So if this success. What is the market value of personal empowerment and promotion of consumer power and indeed the right time to spray for sustainable development in the marketing mix to help address some Problems currently facing our world sand.
Sustainable Development.
Today's technology innovations and inventions quickly. People do worry about their environment. Although they need to improve for the family life began to ask myself about the future of the world. From now on we talk about innovation and market are the result of human development. In this 21st century. Sustainable development is still in phase two. Many marketers have become accustomed to hearing with jargon such as stakeholder engagement and Corporate Social Responsibility (CSR).
Sustainable development is interesting. Ideal for many people. Involves business can contribute to some of the most important challenges facing the world. today; From climate change and biodiversity on working conditions. Categories of poor health and in the world. But marketing managers have tried to translate these ideas is the Trade run the marketing strategies that create competitive advantage. Build trust or develop new business opportunities.
In addition, marketers are often faced criticism as part of the problem for driving consumption is not sustainable. Life and
Sustainable development has become a key strategic issue for companies. With increasing pressure from natural resource depletion, global warming widening social Space, legal, social pressure and the evolution of the expectations of consumers on the role of the internal market is rapidly changing. Consumer demand for "ethical". Products and services and increase market lever for innovation in this new demand. Social and environmental values while this element of the brand marketers need to fight these About sustainable development is to protect the environment while improving the quality of life for all people and invention and innovation is key to its success. Invention and innovation. Sustainable development is not just about developing new technologies. However, new processes and new ways of solving old problems. Creativity as a criterion. Creativity has always Include improving the well-being.
Despite the fact everyone has a natural ability to create a rich country is not doing enough to stimulate and harness. Invention and creativity and poor countries are likely to inhibit innovation and creativity immediately. This is often caused by a combination of factors. : Lack of adequate financial resources. Model education system that is not inspiring or creative and social values. / Environment political barriers creative inventions and entrepreneurs. Sustainable development. Meaning and effect of the different parts of the world. Julia Marton – Lefèvre, director of lead International, organizations dedicated to environmental leadership. Development and the workshop on "Invention and Innovation for Sustainable Development" held in November 2003 that understands the challenges and ramifications "not only in London and Paris and New York, but also in small villages. In Nigeria and Indonesia, and China. . Sustainable development for developing countries, not just people. Based on what you To say that I can say that while rich countries need to develop alternative energy sources and technologies. That reduce their own impact on the environment. Poor countries need for development of The innovation itself to meet the needs of their particular
Marketing challenges for sustainable development.
The company creates advantages in competition with a shift in social understanding of innovative technologies such as communications systems. 3G to solve the effects of such events. May 12 China earthquake, these trends are the foundation of marketing strategy and the sustainable development is the concern of people and organizations as one of the changes in market conditions. In the past year, hundreds of companies. Ethics has developed a policy or mission statement. These projects seem to be the reason the reality of the market. For example, surveys Weber Shandwick 8,000. Consumers in 2001 found that 80% of the people. high-education/high-income. In the United States is considering changing the brand. The company was portrayed in the media section of the negative social responsibility. About, but today is the question marketers are really greenwash opportunity to use sustainable development is a lever rather than brand innovation?
Marketers are likely to confirm that the sustainability will not overcome the fundamental weaknesses in product quality has a great product there is evidence that social and environmental. The use of different channels or create a profit. For them The difference can be sustained success is a key part of work and emotions. Characteristics of goods or services. Confirmed that many marketers include sustainable brand that can lead to market growth. One career is seen. "As long as price and performance places the responsibility to correct the price, although the difference is not significant.
Today many businesses have tried to separate the specific products based on social and environmental impact of self Such as Toyota have used to ensure reputation Promotion of environmental rights. Prius, the car fuel hybrid; It also approved the plan. special badging hybrid Highlander and Lexus models. And specific business. (Joined by many major retailers). Fair Trade coffee sales and organic products target consumer concerns about working conditions and chemical pollutants in the food supply. chain, often using labels – labels for ecological and social understanding of consumers in their products.
Chance that maybe the difference is significant in Business to business companies. Business to Business is more likely to locate their products and services in the broader context of social and environmental impact on their Including cost and functionality. One introduced in the market, "corporate interests in these issues than consumers, other marketers confirm This basic-to-business markets. : "The challenge is what customers like. : Sometimes a price and delivery only. But the work may include characteristics of sustainability. Such as waste reduction of its clients to make their operations work better help them manage and And / or reduce regulations.
Challenges of today. For marketers achieve the overall strategic marketing innovation and sustainable development is to build trust with customers, consumers and society.
Reputation – the organization wishes from the past. – The foundation of future success. Based business will be trusted in the coming years. The company is a trusted institution in society, at least some businesses, particularly vulnerable to pressure group campaigns and consumer boycott. So many marketers ask themselves. How to reduce the risk of criticism from stakeholders and the sustainable development of the role played in these efforts. Positive than it might have suspected that. Their company has the ambition and success in social and environmental issues can play in building and maintaining trust with consumers, customers and society.
Some marketers have. Concerned that the reputation and trust may not be sufficient to maintain long-term brand. : Patterns of consumption today is not sustainable, so that customers and consumers must be educated To protect or secure the resources to business as
Product features will appeal if sustainability is clearly consistent with the values and Activities.
Many people care about social and environmental impacts of business. But the trust company when they believe that Is done on their values and not just because it happens to feel in that case. Reliability of the confidence that business will continue to behave ethically. In the future: small businesses will benefit. reputational – and the danger is over – if people from the community to help support a short-term bribe''. To be withdrawn as soon as soon as the target. Marketing plays a vital role in building trust. In particular, they can help inspire and communicate with honesty. The ability of organizations and resources that it can realistically devote to social and environmental enhancement.
But the reputation and trust. May not be sufficient to maintain the brand. Successful marketers need to take the path to more sustainable consumption.
International. Policy makers will pay more. Be interested in some great challenges to society and the environment. Such as the United Kingdom before the Prime Minister. Tony Blair put African poverty and climate change at the top of the agenda. G8 for the years 2005 to these issues is critical to long-term success of the business. In short, companies can not function effectively in social and economic failure to protect and support the production and Consumption of their products and services. Business needs a reliable source of raw materials to reach a safe working environment for the production and sales growing consumer market. And mechanisms for the safe removal of waste products. There are a lot of government need to do is. If consumers do not change the machine will fall to sustainable business. To separate the current consumption patterns. And marketers are often the best place to build connections between businesses and consumers, this
Summarize
Manufacturing, purchasing organic or fair is very simple. But decisions about buying another. Such as mobile phones in the environmental, social or moral remains difficult. Innovation for sustainable development would lead to a new product service system. Consumer-oriented culture, current owner of a symbol on the status obstacle. Accept these new product service system.
Although new products and services may be needed for future growth and profits.
Company to survive today are around tomorrow. Short-term financial objectives are likely to emphasize Companies that make improvements to the sales customers happy and satisfied than city analysts. How more serious in promoting innovation for sustainable development.
Today companies into sustainable innovation is not easily star. Case of creating a sustainable innovation. Product and service innovations as part of a broader innovation system and the impact of government leaders from a broad conditions are sustainable. Development and organizational structure within the company. Addressing barriers to integrating sustainable development and product innovation in services need to change up Through the policy of the introduction of new tools in the product development process and immediate objectives of sustainable development as innovation
Sustainable development experts. (And the equivalent position or responsibility). Will not be responsible for managing a charitable project. Community Engagement Program, or EIA.
But leading managers are expected to act as agents of change. : The structure of system development. How they work and personal values to support the goals of sustainable development of the organization and encourage others in Companies act as active agents of change.
Reference
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Asselineau – A. And Pierre Piré Lechard (2008), "Développement durable Entreprise et Responsable: voie UNE Tech innovation de l 'different ", communication présentée lors des 3èmes journées. Neptune, Université 1ère: Réalités et du développement Prospectives organisationnel durable ERMES, IAE de Tu, Observatoire du développement durable, Université du Sud – Toon – Var, Tu, 13-14. November 2008.
Bridgewater -, S., and Peter Doyle (1998) "Innovation. Market, business and economics
– Buisson, J. (2006) "La Responsabilité sociale de l 'entreprise" management. Economie et, N ° 119, Avril.
– Au développement. General commissariat durable (2009) "Stratégie Nationale du développement durable 2009-2012", Ministère français de l 'écologie,. de l 'Energie, développement du durable et de l' aménagement du territoire.
– Cravens, D. (2006) "Strategic global marketing challenges and opportunities." Business Strategy Guide book 7, Issue 1, pp.63 – 70.
Fuller -, DA (1999) "Sustainable marketing" Sage. Publication, London – New Delhi.
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Harribey -, JM (2004) "Développement rime ne pas forcément croissance avec ", Le Monde Diplomatique, Juillet.
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About the Author
CISSE DAOUDA
International Trade Ph.D.Candidate
Zhongnan University of Economics and Law-Wuhan-CHINA
Tel:0086-13429878747
E-mail:cissedaouda2008@hotmail.com
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