Bariery integracji marketingowej i rachunkowej funkcji w przedsiębiorstwie w obszarze innowacji
Barriers to the Integration of Marketing and Accounting Functions of a Company in the Area of Innovation

Summary/Abstract: This article aims to identify barriers limiting the integration of marketing and accounting functions of a company in the area of innovation. The scope and the diverse specific character of innovation from the perspective of marketing and accounting have been presented. The dimension of innovation in marketing and accounting must take into consideration two varying perspectives which hinder the process of analysis but, on the other hand, also indicate the need to improve the integration of accounting and marketing functions. In marketing, the customer is both the main recipient and the primary authenticator of innovation. In accounting, however, innovation is seen only in terms of incurred expenditures and whether they fulfill the criteria for their recognition. Accounting perceives innovations only in terms of the incurred expenses and the ability to meet criteria for the definition of an asset and the criteria for their recognition in the financial statement. According to the authors, the issue of innovation in accounting and marketing requires a further in-depth research and analysis. The research concerned with innovation issues from the perspective of accounting and marketing is a source of valuable insight into the barriers which hinder the assessment of an enterprise’s innovativeness. On the basis of these obstacles it can be concluded that in both marketing and accounting the concept of innovation has not been explicitly defined. The approach to innovation varies from the viewpoint of accounting and of marketing; therefore evaluation of company’s innovativeness is also different. This paper is a conceptual article and to realise the objective of the research the method of scientific description was used. In the implementation of the research objective the method of scientific description was used, which consisted in an analysis of the literature from the scope of innovations, including mainly marketing innovations. Also, based on the current literature and a comparative analysis of the selected accounting regulations included in the Polish Accounting Act and International Accounting Standard 38 “Intangible Assets”, innovations were presented from the point of view of accounting.

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