Customer Genetic Data for Sustainability and Innovation Management
Customer Genetic Data for Sustainability and Innovation Management

Author(s): Ivelina Ivanova Kadiri
Subject(s): Socio-Economic Research
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Customer genetic data; Sustainability; Innovation
Summary/Abstract: The availability of affordable genetic testing has enabled the collection of vast amounts of genetic data, creating new opportunities for marketing management. The use of genetic data empowers companies to develop personalized products and services and enhance customer relationship management. This, in turn, creates a competitive advantage for boosting companies’ strategic market positioning by enhancing their sustainability and innovation policies. This review paper aims to explore how businesses can leverage genetic data for sustainability and innovation management. The framework presented outlines the integration of genetic data into different stages of sustainable product development thus allowing for precision targeting through responsible innovation management. The paper also examines the potential ethical and legal implications of using genetic data in marketing management.

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