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;
Sustainability;
Innovation
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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