Marketing innovation. Il ruolo del transformative marketing per un’innovazione digitale e responsabile

[Autom. eng. transl.] Over the past few years, the business landscape has been characterized by constant changes, which began in the pre-Covid era and were then further enhanced by the pandemic. Among these emerges the centrality of two transformation processes: digitization and responsible development. In this context, by adopting an outside-in approach, companies can identify market opportunities and transform them into business opportunities through the development of digital and responsible innovation. The evolution of the scenario has also resulted in a change in marketing that does not change one's identity, but rather strengthens it, taking into consideration new ways of "doing" marketing. As evidenced by the results of the qualitative research launched in 2019, with respect to emblematic companies and organizations at national and international level, market orientation is essential to design and develop valuable innovation. The volume proposes a strategic perspective of Marketing Innovation, for a long time associated almost exclusively with marketing policies. In light of the challenges that have characterized the last decade, new approaches are being configured to create value in the business-customer relationship, enabling the development of market-oriented innovation.