Market Intelligence Precursors for the Entrepreneurial Resilience Approach: The Case of the Romanian Eco-Label Product Retailers

Adrian Micu,Alexandru Capatina,Nicoleta Cristache,Angela-Eliza Micu,Bogdan Dragan

doi:10.3390/su10010190

Adrian Micu, Alexandru Capatina + Show 3 more

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https://doi.org/10.3390/su10010190

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Abstract

The entrepreneurial resilience of eco-label product retailers emphasises their adaptive capability for renewal after the economic crisis. This paper explores the resilience of the market intelligence techniques adopted by the eco-label product retailers in order to contribute to sustainable development of this market in Romania. The research, conducted on a sample of Romanian retailers of eco-label products, analyses the main sources for gathering data about their competitors, the reasons for monitoring the strategic options of their competitors and the specific market intelligence techniques employed within the entrepreneurial resilience approach, aiming to overcome the negative crisis effects. The research outlines, from an entrepreneurial resilience perspective, several positioning opportunities of the eco-label product retailers after the crisis, which have affected the Romanian economy in the period 2008–2009 and have implicitly affected the eco-label market.

Highlights

The European Union eco-label is an effective instrument for market intelligence campaigns [1], leading resilient entrepreneurs toward a sustainable economy in Europe
This research aims at emphasising the necessity of an entrepreneurial resilience approach to the eco-label market intelligence strategy, which is influenced by a variety of factors, including an eco-friendly technology push, market pull, and other specific aspects of a green economy [7]
The results from the analysis of the Romanian retailers’ market intelligence capabilities regarding the eco-label products can be summarised as follows: The retailers’ entrepreneurial resilience strategies are mainly based on market research and available sustainability reports, and their most relevant market intelligence instruments are CPA, which play a pivotal role in supporting the differentiation strategies, while the positioning strategies are primarily focused on the consumers’ awareness concerning the opportunities of eco-label products for a healthier way of life

Summary

Introduction

The European Union eco-label is an effective instrument for market intelligence campaigns [1], leading resilient entrepreneurs toward a sustainable economy in Europe. The eco-brand retailers have revealed that in many instances they have taken advantage of the full marketing potential of the eco-label products, as these are likely to play an important role in transforming markets towards higher levels of sustainability [2]. The eco-label product market has emerged in Romania after its adhesion to the European Union in 2007, but it has been affected by the economic crisis in the period 2008–2009. In a recession, the economic issues are so important for the retailers of eco-label products that other issues, such as altering the consumer purchasing behaviour, are placed in the second position [5]. The leading eco-label product retailers have changed their business model in the post-crisis period, switching the cost-cutting strategy with a customer-driven market strategy

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