Uluslararası Pazarlarda İnovasyon ve Sürdürülebilirlik: X Seramik Şirketinde Değerlendirme
Innovation and Sustainability in International Markets: Evaluation at X Ceramic Company

Summary/Abstract: Aim: The purpose of the research; to determine the innovation-oriented strategic marketing objectives and tools of the international firm in the Kütahya ceramic industry, its sustainability value propositions, its internal and external factors affecting sustainable innovation, and how it is classified in terms of innovation characteristics. Method: Qualitative design was used in the research and judgmental sampling was used. In the research; firstly, primary data was collected through face-to-face interviews with the senior managers of the company, and then multiple data sources were utilized by analyzing internal records and secondary data, especially corporate web pages. Findings: In the research findings, the firm sees sustainable innovation as an investment; has different innovation-oriented strategic marketing objectives in different markets; that all internal and external factors are effective in the development of sustainable innovation; it has been determined that it can be classified in the "system building" stage, which aims at social change in terms of sustainable innovation features. Results: This research confirms that sustainable innovation is considered an investment that creates a long-term competitive advantage. Sustainability is seen by businesses as a system tool that is very important and must be implemented.

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