engleski

Technological innovation in retail

Innovations are critical for retail sector in order to achieve competitive advantages at continuously evolving market, especially regarding customers' expectations. This paper examines role of innovations in retail, with special focus on technological innovations. Technological innovation in retail is described using case study of the firm that developed innovative method for monitoring customer's behaviour in the store, in order to gather information for management in the decision making process. Using analysis of the firm's documents and interviews with management study showed how technological innovation process in retail is organised and its influence on business results. Results emphasised the fact that technological innovation in retail lead to higher level of customers' satisfaction and increase in sales.

innovation; technological innovation; retail; competitiveness

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