Marketing and Management of Innovations
Scope & Guideline
Advancing Innovation through Insightful Research.
Introduction
Aims and Scopes
- Marketing Strategies and Consumer Behavior:
The journal emphasizes research on how marketing strategies influence consumer behavior, including the impact of digital marketing, social media, and consumer preferences. - Innovation Management:
Research on the management of innovations in various sectors, including tourism, healthcare, and technology, with a focus on practical applications and case studies. - Sustainability and Corporate Social Responsibility:
A core area of interest is the integration of sustainability into marketing and management practices, examining how organizations can balance profitability with social and environmental responsibilities. - Economic Impact of Innovations:
The journal explores the economic implications of innovations, including their effects on business performance, market dynamics, and consumer purchasing behavior. - Digital Transformation and Technology:
There is a consistent focus on the role of digital transformation in marketing and management, analyzing the effects of emerging technologies on business practices.
Trending and Emerging
- Digital Marketing and E-Commerce:
There is a significant increase in research addressing the impact of digital marketing strategies and e-commerce practices on consumer engagement and business performance. - Consumer Behavior in Digital Contexts:
Emerging studies focus on understanding consumer behavior in digital environments, particularly regarding social media interactions and online purchasing behavior. - Sustainability and Ethical Marketing:
A growing emphasis on sustainability and ethical considerations in marketing practices highlights the importance of corporate responsibility in consumer decision-making. - Impact of COVID-19 on Business Practices:
Research exploring the effects of the COVID-19 pandemic on marketing strategies and consumer behavior has surged, reflecting the need for adaptability in crisis situations. - Innovative Management Practices:
There is an increasing trend toward exploring innovative management practices, particularly in relation to human resources, organizational culture, and employee engagement.
Declining or Waning
- Traditional Marketing Techniques:
Research on conventional marketing strategies has seen a decrease, as the focus shifts towards more innovative and digital approaches to reach consumers. - Non-Digital Consumer Behavior Studies:
There is a noticeable decline in studies centered around non-digital consumer behavior, with less emphasis on traditional purchasing channels and behaviors. - Geographical Specificity in Marketing Research:
Papers that focus exclusively on specific regional marketing practices have diminished, as the journal embraces more global and comparative analyses. - Static Management Models:
The reliance on static models of management without consideration for dynamic and adaptive strategies is waning, as the need for flexible and responsive management practices becomes more prominent.
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