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Journal of the National Research University Higher School of Economics

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SSN 1995-459X print
E-ISSN 2312-9972 online
ISSN 2500-2597 online English

Editor-in-chief
Leonid Gokhberg

   




Frank Ruff

The crisis of growth andenhancement games: challenges for innovation and marketing

2007. Vol. 1. No. 2. P. 22–26 [issue contents]

Many developed economies, industries and companies have to struggle with the consequences of weak economic growth, market saturation and overproduction arising out of the time frames of economic cycles. Panacea for sluggish growth is usually seen in new technologies, innovation and economic changes. Vulnerability of such a familiar approach is that it overlooks the importance and transformational impact of cultural change as an engine of economic growth. A careful look in terms of social culture on the future of innovation and economic growth provides controversial perspectives for both companies, as well as for markets and society in general. Good news: the quest for improvement and growth will continue. The bad news: the pursuit of improvements and the corresponding growth path are gradually leading us into a zone of slow progress. Consumer needs are constantly changing, and the search for increasingly sophisticated products and services is accompanied by a growing desire for quality of life, enriching individual experience and the design of personal emotional worlds. Such a shift in consumer needs should be considered in the innovation and marketing strategies.

Citation: Ruff F. (2007) Krizis rosta i «pogonya za uluchsheniyami»: vyzovy dlya innovatsiy i marketinga [The crisis of growth andenhancement games: challenges for innovation and marketing]. Foresight-Russia, vol. 1, no 2, pp. 22-26 (in Russian)
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