ENHANCING ECONOMIC COMPETITIVENESS THROUGH INNOVATIVE MARKETING STRATEGIES
Keywords:
Improvement, Economic Competitiveness, Innovative Marketing StrategyAbstract
Increasing economic competitiveness is a major challenge for companies and countries in the face of increasingly fierce global competition. One effective approach to achieve this goal is to implement innovative marketing strategies. These strategies include the use of digital technology, data analysis, product personalisation, and the development of creativity in promotion. Through innovative marketing, companies are not only able to fulfil customer needs more effectively but also create differentiation in a competitive market. With continuous innovation, companies can strengthen brand positioning, optimise interactions with customers, and open up opportunities for stable economic growth. Therefore, creative and tactical marketing strategies are key to improving economic competitiveness in the era of globalisation.
Downloads
References
Aaker, D. A. (2007). Innovation: Brand relevance and competitive advantage. California Management Review,50 (1), 8-24. https://doi.org/10.2307/41166415
Chaffey, D., & Smith, PR. (2017). Digital marketing excellence: Planning, optimising and integrating online marketing. Journal of Digital Marketing,89 (5), 22-47. https://doi.org/10.1080/02580546.2021.1884644
Christensen, C. M., & Raynor, M. E. (2003). Innovator's Solution: Creating and Sustaining Successful Growth. Harvard Business Review,81 (12), 56-64. https://doi.org/10.1111/j.1574-0862.1972.tb00382.x
Galvan, J. L., & Galvan, M. C. (2017). Writing Literature Reviews: A Guide for Students of the Social and Behavioural Sciences (7th ed.). Routledge.
Green, B. N., Johnson, C. D., & Adams, A. (2006). Writing Narrative Literature Reviews for Peer-Reviewed Journals: Secrets of the Trade. Journal of Chiropractic Medicine, 5(3), 101–117.
Hamel, G., & Prahalad, C. K. (1990). The Core Competence of the Corporation. Harvard Business Review,68 (3), 79-91. https://doi.org/10.1037/h0036734
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research,9 (2), 132-140. https://doi.org/10.1086/208906
Homburg, C., Krohmer, H., & Workman, J. P. Jr. (1999). Strategic Consensus and Performance: The Role of Strategy. Journal of Marketing,63 (4), 1-16. https://doi.org/10.2307/1251976
Jaworski, B. J., & Kohli, A. K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing,57 (3), 53-70. https://doi.org/10.2307/1251854
Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy: From Theory to Practice. California Management Review,47 (3), 105-121. https://doi.org/10.2307/41166329
Kotler, P., & Keller, K. L. (2016). Marketing management. Journal of Marketing,80 (1), 36-67. https://doi.org/10.1086/677726
Leonidou, L. C., Katsikeas, C. S., & Samiee, S. (2002). Marketing Strategy Determinants of Export Performance: A Meta-Analysis. Journal of Business Research,55 (1), 51-67. https://doi.org/10.1016/S0148-2963(00)00133-8
Moorman, C., & Rust, R. T. (1999). The Role of Marketing. Journal of Marketing,63 , 180-197. https://doi.org/10.1086/250016
Morgan, N. A., & Vorhies, D. W. (2009). Linking Marketing Capabilities with Profit Growth. Journal of Marketing,73 (6), 70-89. https://doi.org/10.1509/jmkg.73.6.70
Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing,54 (4), 20-35. https://doi.org/10.2307/1251757
Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review,86 (1), 78-93. https://doi.org/10.1007/BF03194991
Prahalad, C. K., & Krishnan, M. S. (2002). The New Age of Innovation: Driving Co-created Value Through Global Networks. Business Horizons,50 (4), 211-217. https://doi.org/10.1016/j.bushor.2009.02.001
Reichheld, F. F. (2003). The One Number You Need to Grow. Harvard Business Review,81 (12), 46-54. https://doi.org/10.1108/10569210910963215
Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation. Journal of Interactive Marketing,19 (4), 4-17. https://doi.org/10.1002/dir.20046
Slater, S. F., & Olson, E. M. (2001). Marketing's Contribution to the Implementation of Business Strategy. Strategic Management Journal,22 (11), 1055-1067. https://doi.org/10.1002/smj.198
Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The Resource-Based View and Marketing: The Role of Market-Based Assets in Gaining Competitive Advantage. Journal of Management,27 (6), 777-802. https://doi.org/10.1177/014920630102700610
Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning,43 (2), 172-194. https://doi.org/10.1016/j.lrp.2009.07.003
Torraco, R. J. (2005). Writing Integrative Literature Reviews: Guidelines and Examples. Human Resource Development Review, 4(3), 356–367.
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a Methodology for Developing Evidence-Informed Management Knowledge by Means of Systematic Review. British Journal of Management, 14(3), 207–222.
Wirtz, J., & Lovelock, C. (2016). Services Marketing: People, Technology, Strategy. Journal of Service Research,19 (4), 291-309. https://doi.org/10.1177/1094670516666368
Zaltman, G., Duncan, R., & Holbek, J. (1973). Innovations and Organisations. Administrative Science Quarterly,18 (4), 615-625. https://doi.org/10.2307/2392206
