Consumer Innovativeness as a Source of Competitive Advantage

Łukasz Sułkowski

University of Social Sciences,
Lodz, Poland
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Dominika Kaczorowska-Spychalska

University of Lodz,
Lodz, Poland
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Abstract

Consumer innovativeness is another dimension of consumer evolution who thanks to modern technologies becomes an active market participant. The digital revolution and a holistic approach to mutual cooperation between enterprises and their consumers creates an opportunity to indicate directions of further development and sources of a potential competitive advantage for enterprises. Innovativeness based on using information and communication technologies (ICT) becomes indeed a driving force in the contemporary market. The aim of the article is to present potential areas and activities connected with consumer innovativeness as a source of competitive advantage of modern enterprises. Special emphasis is placed on the issues of applying ICT in that process.

Keywords: competitive advantage, consumer innovativeness, management.
JEL Codes: M20, M310, M15.


 

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