Sustainable development: Innovations in business
Sustainable development: Innovations in business
Contributor(s): Robert Romanowski (Editor)
Subject(s): Economy, Supranational / Global Economy, Business Economy / Management, Agriculture, Energy and Environmental Studies, Marketing / Advertising, Human Resources in Economy, Business Ethics, Transport / Logistics
Published by: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu
Keywords: business;enterprise;innovations;sustaianbility;sustainable developement;network;organic farming;storytelling;advertising;marketing;PR;
Summary/Abstract: Innovation and sustainable development have become buzzwords in the 21st century with the idea of creative destruction launched by Joseph Alois Schumpeter being the base for evolutionary economics. However, new institutional economics helps to understand the necessity of support provided to entrepreneurs and innovators by science and administration to reduce the risk of launching the said innovations. This e-book is devoted to selected types of innovation. Every type of innovation is described with the use of theoretical background and is enriched by adequate case study. Traditional division into four types of innovation, proposed by J.A. Schumpeter (1934), containing product, process, organizational and marketing innovations, was widely accepted, including European Union institutions (OECD/Eurostat, 2008). The concept of innovation has long been dominated by a technical approach to the innovation process, despite the economic arguments exposed by one of the precursors of the theory of innovation and, at the same time, the school of evolutionary economics—Joseph Alois Schumpeter. Frequently, in the context of innovation, it is indicated that organizational and marketing aspects play a part in the successful introduction of innovation onto the market. The structure of the book is based on the typology proposed by Keeley, Walters, Pikkel and Quinn (2013), which focuses on the economic character of innovations. Ten types of innovation are directly related to Schumpeter’s and Oslo Manual classification. A new set of innovations emphasize the economic side of innovation process. The technical novelties are to support new configuration, offering or customers’ experience. This new approach is based on presumptions coming from design thinking idea, leading to user—driven innovation and on cooperation with institutions and entities supporting innovation process. The chapters are devoted to every type of innovation, grouped into three major parts: innovations based on configuration, offering and experience. In the book, configuration includes types of innovations focused on innermost workings of an enterprise and its business system. Offering part contains the types of innovations, that are focused on an enterprise’s core product (good or service), or a collection of its products. The last part, dedicated to innovations based on experience, is focused on more customer-facing elements of an enterprise and its business system.
- E-ISBN-13: 978-83-8211-084-5
- Page Count: 136
- Publication Year: 2021
- Language: English
Business model as an innovation
Business model as an innovation
(Business model as an innovation)
- Author(s):Robert Romanowski, Magdalena Wieja
- Language:English
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising
- Page Range:11-26
- No. of Pages:16
- Keywords:business model;innovation;computer games;
- Summary/Abstract:Business model is the way in which an organization develops relationships with their market environment and converts products into cashflow. The chapter focuses on business model as a type of economic innovation. This chapter provides a case study on CD Projekt Red company,the publisher of the Witcher games series. The case of the game covers three types of innovations, i.e., business model, product performance and customer engagement, and is an example of multidimension alinnovation process. The case is related to both innovation types: business models and customer experience ones. The aim of this chapter is to diagnose business model innovations on the basis of The Witcher 3: Wild Hunt game created by CD Projekt Red.
Network as an innovation: social innovation—The case of the hospital help initiative during COVID-19 pandemic
Network as an innovation: social innovation—The case of the hospital help initiative during COVID-19 pandemic
(Network as an innovation: social innovation—The case of the hospital help initiative during COVID-19 pandemic)
- Author(s):Robert Romanowski, Jakub Jasiczak
- Language:English
- Subject(s):Economy, Sociology, Marketing / Advertising
- Page Range:27-39
- No. of Pages:13
- Keywords:innovation;networking;Covid-19 pandemic;helping;
- Summary/Abstract:In the chapter, the network innovation is defined in two ways: as networking innovation model and as networking that is the result of innovation. Strategic entities in building relationships for these two approaches are described. Particular emphasis is put on analysis of social innovation process, including six stages, i.e., inspiration, proposition, prototypes, testing, scaling and system change. This process was implemented by Poznań University of Economics and Business Knowledge Transfer Company LTD, while creating The Hospital Help Initiative (WsparcieDlaSzpitala.pl) during Covid-19 pandemic. The aim of the chapter it to diagnose network innovations on the basis of The Hospital Help Initiative (WsparcieDlaSzpitala.pl) coordinated by Poznań University of Economics and Business Knowledge Transfer Company LTD. The case study method was used to show how social needs appeared, how adequate solution was smartly developed by a group of professionals, how the Relationship Team successfully adopted the technology, and finally how the organization model was tested and scaled. This kind of network innovation may stimulate system change in the future.
Structure as an innovation
Structure as an innovation
(Structure as an innovation)
- Author(s):Iskra Panteleeva
- Language:English
- Subject(s):Economy, Business Economy / Management, Energy and Environmental Studies, Business Ethics
- Page Range:41-60
- No. of Pages:20
- Keywords:business;innovation;organization;
- Summary/Abstract:The purpose of the chapter is to present basic theoretical fundaments in the field of structurally significant formations that companies apply in the process of their business operations, market projections and innovative changes. Organizational forms and structures are presented in the evolutionary context of the time parameter, applying a chronological historical landmark. Knowledge of the variety of possibilities for structural dimensions of the functional manifestations of business activity provides an expanded range of possible solutions. Basic definition formulations are considered. The emphasis is on the organization and organizational structural forms, changes in their practical dimensions in accordance with the changes in purely managerial knowledge and the needs of business practice for innovative changes in various functions in the scope of company’s activity. With the help of various creative and purely managerial approaches, through cognitive brainstorming activities, a set of analytical, inductive-deductive, case and simulation methods, students gain new knowledge, practical skills and visionary views on the presented issues—by combining theoretical statements, empirical factology and analytical assignments based on the principle of learning by doing. The topic draws students’ attention to the study, selection and construction of internal units and structures, including innovative ones, as part of the necessary business projections for the construction of sustainable processes to generate new value and positive impacts for the environment and stakeholders.
Process as an innovation
Process as an innovation
(Process as an innovation)
- Author(s):Lubcho Varamezov, Iskra Panteleeva
- Language:English
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising
- Page Range:61-76
- No. of Pages:16
- Keywords:business;innovations;
- Summary/Abstract:The aim of the chapter is to present key essential aspects of innovation and their species diversity. Basic definition formulations are considered. The emphasis is on business process innovation. One case study of company from Bulgaria that has implemented business process innovationsis described, as well as the results of the innovation changes. With the help of various cognitive, analytical, inductive-deductive, case and simulation methods, students achieve the acquisition ofnew knowledge by combining theoretical statements, including familiarity with some international standards, and practical skills based on the principle of learning by doing. The topic draws students’ attention to the need for a comprehensive examination of the issues of innovative change and the formation of economic thinking, oriented towards the implementation of business solutions for sustainable prosperity based on innovative development.
Sustainable agriculture: Development of organic farming. Case study of the Czech Republic
Sustainable agriculture: Development of organic farming. Case study of the Czech Republic
(Sustainable agriculture: Development of organic farming. Case study of the Czech Republic)
- Author(s):Pavel Kotyza, Luboš Smutka
- Language:English
- Subject(s):Economy, Supranational / Global Economy, Business Economy / Management, Agriculture, Energy and Environmental Studies, Business Ethics
- Page Range:77-94
- No. of Pages:18
- Keywords:organic agriculture;Czech Republic;sustainability;sustainable developement;organic farming;organic food industry;
- Summary/Abstract:Sustainability is a crucial topic in today’s agricultural policy discussion. Agriculture faces 2 challenges—feeding increasing number of people, while being sustainable and reducing negative environmental effects. Agriculture will require “structural transformation” to meet goals of global society—the Sustainable Development Goals. Land management, bio-diversity and soil degradation are often correlated with farming practices. Thus, having sustainable agriculture requires transformation of farming practices, and organic farming belongs to potential directions. For over 3 decades, organic farming has gained on importance, market share as well as popularity among consumers, producers and policymakers. Health concerns, public support and market potential convinced farmers to introduce non-conventional farming practices. On the contrary, organic farming is often criticized for lower production potential, higher pricing and labour intensity. In the Czech Republic current organic production is rather extensive (on pastures), and products are not sold as organic due to the market oversaturation. However, slow but increasing trend in crop production, which could lead to improved farm economies is observed. The future of organic farming development as individual by side effects related to organic farming are considered to be of the key significance for long-term sustainability of agricultural activities. Organic farming is not a solution to current society issues, butit could be considered as innovative alternative approach for future generations.
Service as an innovation
Service as an innovation
(Service as an innovation)
- Author(s):Lucie Sara Zavodna
- Language:English
- Subject(s):Economy, Business Economy / Management, Energy and Environmental Studies, Marketing / Advertising, Business Ethics
- Page Range:95-102
- No. of Pages:8
- Keywords:sustainability;sustainable development;services;innovations;customer experience;
- Summary/Abstract:Service innovations make life of customers easier during or after use of company’s products or services. They are coming in different forms. Companies create strong connections with their customers by offering different helps, consultations or new experience. Service innovations make customers’ experiences stronger and streng then their gratitude. This chapter provides two case studies. The first case study is the famous company Whirlpool, which made service innovation by implementing CRM system. This enabled stronger straight relationship with their final customers and expansion of incomes. The second case study is an innovative way of selling old antiquarian books in the Czech company Knihobot. This innovation enables fast preparation of books for selling and introduces automation into a new area.
Innovations on rail freight market
Innovations on rail freight market
(Innovations on rail freight market)
- Author(s):Dora Naletina, Mate Damić
- Language:English
- Subject(s):Economy, Supranational / Global Economy, Business Economy / Management, Energy and Environmental Studies, Business Ethics, Transport / Logistics
- Page Range:103-113
- No. of Pages:11
- Keywords:innovations;intermodal terminals;rail freight transport;European Union (EU);Croatia;rail freight market;
- Summary/Abstract:Ten years ago, the European Union recognized the importance of stopping further development of road freight transportation and the need for making rail freight a more prominent branch of industry. Rail transportation used to hold a more relevant position, but because of slow response to changes on the market and no investments in modernization, it now occupies only around 10%of the share in freight transportation in most EU member states. Most members have initiated the implementation of the restructuring and liberalization of rail market, with the aim of establishing a multimodal transportation network and reducing negative impact of road freight on the environment. The Croatian market is no exception, of course. It has liberalized the rail freight market since the Accession to the EU, while the rail passenger traffic is still monopolized by a company owned by the state. The Croatian national carrier HŽ Cargo has decided to face the competition by restructuring the current business and giving a sharper focus on innovation (intermodal terminals, RO-LA, and digitalization of business operations). The above-mentioned topics are analysed in the following chapter.
Brand as an innovation—The case of Czech wine
Brand as an innovation—The case of Czech wine
(Brand as an innovation—The case of Czech wine)
- Author(s):Jan Zavodny Pospisil
- Language:English
- Subject(s):Economy, Business Economy / Management, Agriculture, Energy and Environmental Studies, Marketing / Advertising, Business Ethics
- Page Range:115-124
- No. of Pages:10
- Keywords:innovations;branding;Czech Republic;wine market;wine marketing;
- Summary/Abstract:The Czech Republic is not a typical wine-growing country, yet winemaking and viticulture are among the oldest Czech crafts. Although the situation is slightly improving today, domestic wine production is not very preferred by Czech consumers since more than two-thirds of the wine that Czechs drink each year is imported. In the long term, the worst situation prevailed with the sales of a young wine. The cause was twofold: On the one hand, the market was already penetrated by imported Beaujolais nouveau, which became a synonym for the young wine. On the other, a peculiar Czechs’ taste for young wine was also an obstacle. As a young wine, many Czechs drink partially fermented must from grapevine fruits called “Burčák”. The young wine market was therefore seemingly penetrated with a low possibility of new brands entering it. The proposed case study will describe an ongoing campaign in which a new brand, “Svatomartinské víno”, was created. With this brand, it was possible to change the Czech consumers’ view of immature wines fundamentally. Thanks to the innovative branding approach, the product, which Czech consumers had neglected for many years, became a superior and must-have product for broad consumers. Also, the relationship between the brand and consumers has been established. The new brand has become a potential for many other related events. Last but not least, the consumption of domestic wine increased, which led to the support of local wineries and related regions.
Storytelling in business—How to increase customer engagement
Storytelling in business—How to increase customer engagement
(Storytelling in business—How to increase customer engagement)
- Author(s):Iwona Olejnik
- Language:English
- Subject(s):Economy, Business Economy / Management, Energy and Environmental Studies, Marketing / Advertising, Human Resources in Economy, Business Ethics
- Page Range:125-136
- No. of Pages:12
- Keywords:storytelling;sustaianbility;customer engagement;employee engagement;marketing innovations;
- Summary/Abstract:Storytelling, as a marketing innovation, is the market communication tool that allows present the facts in a coherent and attractive way so as to stand out from the competition and more effectively influence the consumer’s imagination and engagement. It can be concluded that the history of storytelling itself dates back to the beginnings of mankind, when humans started to transfer knowledge from generation to generation. The chapter indicates that storytelling evokes emotions in customers, and these in turn affect commitment and action. The most important and primary elements of storytelling include superior message, conflict, characters (the archetypes) and plot. Each good story can be based on a few important points, which are well described by the concept proposed by American writer Joseph Campbell. In addition, the chapter also presents examples of sources of inspiration for storytelling. Among them, it is worth mentioning, for example: history of the company’s founder or president, the beginnings of the company, employees’ stories or milestones (successes or failures). The last part presents two case studies of the use of storytelling by enterprises. These are examples from the Polish market regarding the use of storytelling in employee recruitment and customer engagement.
