Marketing, Sales and Communication
Marketing, Sales and Communication
When values and profits collide: the case of concerned market innovation
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When values and profits collide: the case of concerned market innovation

Concerned market innovations acknowledge that businesses can no longer be driven by profitability alone and have to integrate non-economic values and collective concerns. Studying the evolution of such an innovation – a mobile phone recovery and recycling scheme – we find that social concerns enter the market and are integrated into its functioning through representational, exchange and normative practices. The integration of social concerns in the market results in the transformation of these practices so that they better fit the marketplace but lose their original form. Consequently, the representational, exchange and normative practices remain confined to society rather than being permanently integrated into and having a profound impact on the marketplace.

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Podcasts of the same institution

Concerned market innovations acknowledge that businesses can no longer be driven by profitability alone and have to integrate non-economic values and collective concerns. Studying the evolution of such an innovation – a mobile phone recovery and recycling scheme – we find that social concerns enter the market and are integrated into its functioning through representational, exchange and normative practices.
D'ANTONE Simona - KEDGE |

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Focused on the Greek economic crisis, one of the toughest and the most prolonged ones on a global scale, the present research centers on both anthropocentric and business-centric factors that helped SMEs survive, thus, providing a valuable survival manual. Grounded in quantitative research the paper includes two studies. 250 SMEs were included in the first study while 189 of them that survived, participated in the second study.
THEODORAKIS Ioannis - OMNES Education |
Concerned market innovations acknowledge that businesses can no longer be driven by profitability alone and have to integrate non-economic values and collective concerns. Studying the evolution of such an innovation – a mobile phone recovery and recycling scheme – we find that social concerns enter the market and are integrated into its functioning through representational, exchange and normative practices.
D'ANTONE Simona - KEDGE |

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