An Integrated Approach to Innovation Management: A Corporate Social Responsibility Perspective

In today’s unpredictable market environment, companies struggle to maintain long-term competitiveness, leading them to prioritize innovation as a key success factor.Innovation has become essential for organizational strategy and culture.Increasingly, innovation connects with corporate social responsibility, addressing social and environmental challenges alongside efficiency improvements.The Fast-Moving Consumer Goods (FMCG) sector, characterized by frequently purchased, low-priced products, presents unique innovation challenges. An Integrated Approach to Innovation Management: A Corporate Social Responsibility Perspective focuses on product innovation management in the FMCG sector, particularly disruptive innovation - one of today’s most significant management concepts valued for its practical business relevance.It examines the relationship between customer purchasing behaviour and product innovation management, analysing consumer attitudes toward food product innovations and identifyi