An Integrated Approach to Innovation Management

In today's unpredictable market environment, companies struggle to maintain long- term competitiveness, leading them to prioritize innovation as a key success factor. Innovation has become essential for organizational strategy and culture. Increasingly, innovation connects with corporate social responsibility, addressing social and environmental challenges alongside efficiency improvements. The fast- moving consumer goods (FMCG) sector, characterized by frequently purchased, low-priced products, presents unique innovation challenges.

An Integrated Approach to Innovation Management: A Corporate Social Responsibility Perspective focuses on product innovation management in the FMCG sector, particularly disruptive innovation - one of today's most significant management concepts valued for its practical business relevance. It examines the relationship between customer purchasing behaviour and product innovation management, analysing consumer attitudes toward food product innovations and identifying factors that influence acceptance or resistance to breakthrough innovations.

Despite being traditionally viewed as habit-driven and resistant to innovation, FMCG companies must continuously adapt their product catalogs to meet evolving consumer preferences. Price sensitivity and competitive pressure drive primarily incremental development in this sector, though innovation remains fundamental to long-term economic success. Innovative offerings provide consumers with alternative benefit packages while challenging established market players. These innovations can transform from niche solutions to mass-market alternatives through new value configurations.

Systematizing knowledge about the growing role of trade in economic development, the book provides practical insights about making development decisions. It offers an innovative perspective by examining product innovation management, shopping behavior, and current retail market trends in the FMCG industry.