The role of innovation in the trade industry

Abstract

This paper researches the attitudes of managers of small and medium companies from Brasov concerning the importance of the innovation process for their business. The objective of this paper is to determine the present level of innovation in trade industry and the future innovation strategies. The conclusions of this research are based on the results of a marketing research among managers from Brasov city. From our point of view the future of the trade industry will be configured by the mix of information and communication technologies with the social, economic and legislative issues, context in which trade companies will become more competitive and will generate more value for the consumer.