SUSTAINABLE MARKETING INNOVATION AS MANIFESTATION OF SOCIAL RESPONSIBILITY IN BUSINESS

Abstract

The article is devoted to the current topic of development and implementation of sustainable marketing innovations based on the concept of socially responsible marketing to ensure business competitiveness. The work provides definitions of «marketing innovation» by various authors (P. Drucker, S. Jobs, J. Notter, L. Duncan, V. Govindarajan, M. Porter), highlighting the diverse nature of innovation, covering everything from the introduction of new products and services to cultural and organizational change. Marketing innovation has been proven to play a key role in driving sustainable business development by shaping consumer behavior, improving brand reputation, promoting stakeholder engagement, and creating a positive impact on the environment and society. During the innovation process, it is important to consider the concept of VUCA (Variability, Uncertainty, Complexity and Ambiguity). It is stated that sustainable marketing innovations go beyond traditional marketing practices, integrating environmental and social responsibility into the core of business strategies.