Ivelina Ivanova-Kadiri – Faculty of Management, Marketing Department, University of Economics – Varna, Kniaz Boris I Blvd. No
77, 9000, Varna, Bulgaria

Keywords:                    Customer genetic data;

DOI: https://doi.org/10.31410/ERAZ.S.P.2023.169

Abstract: The availability of affordable genetic testing has enabled the col­lection of vast amounts of genetic data, creating new opportunities for mar­keting management. The use of genetic data empowers companies to de­velop personalized products and services and enhance customer relation­ship management. This, in turn, creates a competitive advantage for boost­ing companies’ strategic market positioning by enhancing their sustainabil­ity and innovation policies. This review paper aims to explore how business­es can leverage genetic data for sustainability and innovation management. The framework presented outlines the integration of genetic data into differ­ent stages of sustainable product development thus allowing for precision targeting through responsible innovation management. The paper also ex­amines the potential ethical and legal implications of using genetic data in marketing management.

9th International Scientific ERAZ Conference – ERAZ 2023 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, hybrid – online, virtually and in person, Prague, Czech Republic, June 1, 2023

ERAZ Selected Papers published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)

ERAZ Conference 2023 Selected Papers: ISBN 978-86-80194-73-8, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

Suggested citation

Ivanova-Kadiri, I. (2023). Customer Genetic Data for Sustainability and Innovation Management. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 9. Selected Papers (pp. 169-176). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/ERAZ.S.P.2023.169


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