Marketing Communication in Eco-innovation Process

Abstract

Abstract The need for environmental protection is an essential part of business processes. It concerns also innovation that is characterized by the attribute of novelty. In addition to this attribute, it is important to include also the need to move towards sustainable development through environmental protection into the concept of innovation. Eco-innovations seem to be the remedy for addressing adverse situation in all business areas, but they must be supported with appropriate communication strategy that directs the customer to the correct way to build environmental awareness in him and help him choose the right commodities, which are in line with sustainable development. On the other hand, there is a company that should not underestimate conscious customers and also focus on marketing communications, which satisfy the customer that its organic products are a welcome alternative to conventional products. The paper deals with marketing communication in a linear process of eco-innovation, and brings partial results of research conducted in the small and medium enterprises in the Slovak business environment. The research results point to the importance of marketing communication that it brings to innovators, as well as to customers.