ПРЕДИЗВИКАТЕЛСТВАТА ПРЕД КОМУНИКАЦИОННАТА СТРАТЕГИЯ ПРИ ВЪВЕЖДАНЕТО НА УСТОЙЧИВИ ПРОДУКТОВИ ИНОВАЦИИ В УСЛОВИЯТА НА ДИГИТАЛИЗАЦИЯ
THE CHALLENGES TO THE COMMUNICATION STRATEGY IN THE INTRODUCTION OF SUSTAINABLE PRODUCT INNOVATIONS IN THE CONDITIONS OF DIGITALIZATION

Author(s): Nadezhda Dimova
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: sustainability; product innovation; communication strategy; digitalization; challenges
Summary/Abstract: In the conditions of digitalization, the introduction of product innovations faces the challenges imposed by these conditions, as well as by the ever-changing demands of consumers. In parallel, sustainable product innovation and communication with consumers during their introduction is essential for the realization of modern sustainable consumption.In reality, in practice when developing sustainable product development, the focus is on the environmental and economic aspects, and the social aspect remains in the background. Systematic product innovation should also include this aspect. Overcoming the challenges and barriers in the introduction of product innovations and communication with consumers is done in many and different ways and through the environmental costs that B2B and B2C customers perceive in order to reach sustainable consumption.

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