Pregled bibliografske jedinice broj: 1200479
Contribution of Digital Marketing Activities to the Sustainability of Smart Products and Services
Contribution of Digital Marketing Activities to the Sustainability of Smart Products and Services // Proceedings of 11th International Scientific Symposium “Region, Entrepreneurship, Development” / Leko Šimić, Mirna (ur.).
Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2022. str. 281-298 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1200479 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Contribution of Digital Marketing Activities to the
Sustainability of Smart Products and Services
Autori
Hrustek, Larisa ; Kutnjak, Ana ; Tomašek, Lucija
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of 11th International Scientific Symposium “Region, Entrepreneurship, Development”
/ Leko Šimić, Mirna - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2022, 281-298
Skup
11th International Scientific Symposium Region Entrepreneurship Development (RED 2022)
Mjesto i datum
Osijek, Hrvatska, 09.06.2022. - 11.06.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
smart products ; marketing activities ; sustainability ; digital technologies
Sažetak
The development of digital technologies influences consumer behaviour and causes changes in their preferences. The creation of product and service innovations, new business models and interactive consumer relationships are increasingly emphasized with the presence of digital technologies. Consumers' expectations from products and services, influenced by digital innovations and disruptions, have become more complex and unique. A new paradigm, digital transformation (DT) has enabled the collaboration between ecosystem stakeholders and the interaction between sellers and consumers takes place through several different digital channels. Consumers have thus been given a new role and become co-creators of value in the domain of products and services, creating a competitive advantage for sellers. Smart products and services are a new generation of innovations characterized by servitization and sustainability care. These innovations make it possible to create a digital representation of almost every physical entity and its characteristics in unlimited time and place. The sustainability of smart products and services requires the supporting role of marketing activities due to the constant needs of consumers for new functionalities. The aim of this paper is to identify marketing activities that contribute to the sustainability of smart products and services, but also the technologies used in recognized activities. Secondary data from databases relevant to the research field were used for this research. Qualitative analysis was conducted based on a literature review of selected papers that strongly contribute to the achievement of set research aims. Research results show a set of marketing activities, which in changing market conditions, ensure the sustainability of smart products and services. In addition to marketing activities, the results show technologies that support their implementation. Ultimately, a summary of activities and technologies contributes to the creation of guidelines by authors, focused on the sustainability of smart products and services.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti
POVEZANOST RADA
Ustanove:
Fakultet organizacije i informatike, Varaždin