Dealing with market trends: Why firms often fail to keep up with market innovation

Gediminas Lipnickas; Bora Qesja

Dealing with market trends: Why firms often fail to keep up with market innovation

Gediminas Lipnickas
, Bora Qesja

Marketing and Entrepreneurship

Research output: Contribution to specialist publication › AIB Review - scholarly output

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Abstract

Innovation within markets is a necessity. Beyond helping firms maintain competitiveness, it leads to better value for consumers, improved resource use efficiency, and even diminished environmental impact of business and consumption activities. While many companies will consider innovation at some stage, why is it that so many of them get blindsided by their competitors innovating?

Original language	English
No.	9
Specialist publication	AIB Review
Publication status	Published - 18 Nov 2022

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

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Dealing with market trends: Why firms often fail to keep up with market innovation

Abstract

UN SDGs

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