An Integrated Approach to Innovation Management

A Corporate Social Responsibility Perspective
1. Auflage 2026
ISBN: 978-1-032-87243-8
Verlag: Routledge

Buch, Englisch, 209 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 485 g

In today’s unpredictable market environment, companies struggle to maintain long-term competitiveness, leading them to prioritize innovation as a key success factor. Innovation has become essential for organizational strategy and culture. Increasingly, innovation connects with corporate social responsibility, addressing social and environmental challenges alongside efficiency improvements. The Fast-Moving Consumer Goods (FMCG) sector, characterized by frequently purchased, low-priced products, presents unique innovation challenges.

An Integrated Approach to Innovation Management: A Corporate Social Responsibility Perspective focuses on product innovation management in the FMCG sector, particularly disruptive innovation – one of today’s most significant management concepts valued for its practical business relevance. It examines the relationship between customer purchasing behaviour and product innovation management, analysing consumer attitudes toward food product innovations and identifying factors that influence acceptance or resistance to breakthrough innovations.

Despite being traditionally viewed as habit-driven and resistant to innovation, FMCG companies must continuously adapt their product catalogs to meet evolving consumer preferences. Price sensitivity and competitive pressure drive primarily incremental development in this sector, though innovation remains fundamental to long-term economic success. Innovative offerings provide consumers with alternative benefit packages while challenging established market players. These innovations can transform from niche solutions to mass-market alternatives through new value configurations.

Systematizing knowledge about the growing role of trade in economic development, the book provides practical insights about making development decisions. It offers an innovative perspective by examining product innovation management, shopping behaviour, and current retail market trends in the FMCG industry.

Zielgruppe

Academic

Autoren/Hrsg.

Kabus, Judyta

Wolniak, Radoslaw

Brzezinski, Andrzej

Brzozowska, Angelika

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Wissensmanagement

Inhaltsverzeichnis

1. Product Innovation Management in the Light of the Literature 2. Distribution in the FMCG Industry: Structure and Dynamics 3. Customer Attitudes Towards Product Innovation in the FMCG Sector 4. The Role of Social Responsibility in Product Innovation Management 5. Conclusion

Über Autor(innen)

Dr. Judyta Kabus is an assistant professor at Jan Dlugosz University, Poland.

Dr. Radoslaw Wolniak is a full professor at the Department of Economics and Informatics at the Silesian University of Technology, Poland.

Dr. habil. Andrzej Brzezinski, a specialist in the fields of entrepreneurship, management, economic education, and sports sponsorship, is an associate professor at the University of Lower Silesia, Poland.

Angelika Brzozowska completed her bachelor’s degree in political science with a specialization in political marketing. She is currently pursuing an engineering degree in logistics at the Czestochowa University of Technology, Poland.