Marketing innovation in the apparel industry: Turkey

Abstract

With globalisation the extent of competition is increasing rapidly in the world. In these conditions companies need innovation to be more efficient and productive, as well as to offer what is expected from them. This has caused innovation to be one of the most important areas of today's economy. Companies able to make innovations can expand their market share and be successful. Creativity is the key factor for innovation, which can refer to the properties of the product, employment, organization and marketing. On the other hand, innovative methods can develop not only inside the firm but also in response to conditions outside. Marketing innovation is an attempt to come up with applications, novelties and changes that enrich a product through marketing activities. Such attempts and activities can come in the form of the packaging, placement, promotion, and pricing of products or in the application of a new marketing method which includes important changes in customer service. In this study, an innovation concept, its varieties and properties are explained, and afterwards the marketing innovation of selected Turkish apparel firms are studies.