Market Intelligence Precursors for the Entrepreneurial Resilience Approach: The Case of the Romanian Eco-Label Product Retailers

Abstract

The entrepreneurial resilience of eco-label product retailers emphasises their adaptive capability for renewal after the economic crisis. This paper explores the resilience of the market intelligence techniques adopted by the eco-label product retailers in order to contribute to sustainable development of this market in Romania. The research, conducted on a sample of Romanian retailers of eco-label products, analyses the main sources for gathering data about their competitors, the reasons for monitoring the strategic options of their competitors and the specific market intelligence techniques employed within the entrepreneurial resilience approach, aiming to overcome the negative crisis effects. The research outlines, from an entrepreneurial resilience perspective, several positioning opportunities of the eco-label product retailers after the crisis, which have affected the Romanian economy in the period 2008-2009 and have implicitly affected the eco-label market.

Being an entrepreneur post-COVID-19 – resilience in times of crisis: a systematic literature review

“…Resilience is an emerging concept that has been used when examining economic performance and responsiveness to exogenous shocks such as financial crises and recessions (Williams et al , 2013; Williams and Vorley, 2014). Studies show that in recent years, a conceptual framework has emerged that seeks to define entrepreneurship and how companies and entrepreneurs are resilient to crises, depending on the context being analyzed (Pallarès-Blanch, 2015; Sabatino, 2016; Micu et al , 2018). Starting from these definitions, the authors established the method to determine the elements of resilience in entrepreneurs.…”

“…The authors considered the following as factors to measure resilience: Attitudes toward the crisis: differentiator, diversification, patterns and good practices, adaptability, alternatives to improve, strategies to deal with the crisis, ability to anticipate a crisis, innovative learning, post-crisis strategies, attitudes toward customers (Duarte Alonso and Bressan, 2015; Pallarès-Blanch, 2015; Dahles and Susilowati, 2015; Doern, 2016; Davidsson and Gordon, 2016; Larsson et al , 2016; Sabatino, 2016; Lintner, 2019). Entrepreneurial characteristics: number of years in the business, occupation, previous experiences with crises, lifestyle, gender, behaviors, optimism, ideological identity, resilience (Biggs, 2011; Williams et al , 2013; Doern, 2016; Anthopoulou et al , 2017; Brown, 2017; Branicki et al , 2018; Micu et al , 2018; Abdul Rani et al , 2019). Business characteristics: business age, business type, size, number of employees, turnover, sales, expenses, the technology available, adaptability (Biggs, 2011; Gebhardt, 2012; Larsson et al , 2016; Nelson and Lima, 2020).…”

“…Entrepreneurial characteristics: number of years in the business, occupation, previous experiences with crises, lifestyle, gender, behaviors, optimism, ideological identity, resilience (Biggs, 2011; Williams et al , 2013; Doern, 2016; Anthopoulou et al , 2017; Brown, 2017; Branicki et al , 2018; Micu et al , 2018; Abdul Rani et al , 2019).…”

Green Marketing’s Roles in Sustainability and Ecopreneurship. Case Study: Green Packaging’s Impact on Romanian Young Consumers’ Environmental Responsibility

“…Also, green packaging is at the core of many companies' marketing efforts, as discarded packaging accounts for a large proportion of waste in industrialized economies as well as the negative impact on the environment [23]. Some businesses are looking towards gaining an edge by repackaging their products into environmentally friendly packages, cutting down on extras and wasted materials [24], and using eco-labels, which are considered to be an effective method to market greener products [25][26][27][28][29]. Green promotion has been one of the most controversial areas, and is frequently criticized for presenting oversimplified solutions to complex environmental problems or even revealing unfounded and misleading claims [30]; however, its role in bringing into the market information about environmental sustainability must be acknowledged.…”

Organic Food Products Labeling Innovation: The Case for Sustainable Food Consumption Behavior

“…organic food production and retail are oriented toward a sustainable model of production and consumption. From this point of view retailers of organic food products have a crucial role in educating consumers and offer them in the same time wide range of alternatives to choose regarding a healthy, sustainable consumption model [42]. Materials and MethodsIn order to measure the perceptions of consumers regarding the importance of food products labeling we have developed an online survey type research.The research has been addressed to consumers both from Romania and Serbia, the main goal of the research being determining the perceptions of urban consumers in relation to food labeling and their influence at the level of purchasing decision process.The final validated number of questionnaires was 1262 for the Romanian consumers and 373 for Serbian consumers.As objectives of the research we can highlight: identification of information sources used by consumers regarding labeling issue, determining the type of information that food consumers are interested in appearing on the products label, determining the degree of satisfaction associated with the content of the food products labels, determining the categories of information to be added to the labels, determining the extent to which the purchase decision is influenced by the product label, determining the extent to which consumers are aware of the labeling legislation, identifying consumers' opinions in relation to the degree of protection afforded by Romanian respectively Serbian legislation regarding labels, determining consumers' perception of the correct labeling of food products by Romanian respectively Serbian producers, determining consumers' perception of the correct labeling of food by foreign producers, identifying consumers' views of how food labels have respected the accuracy of the information provided in relation to the actual characteristics of the labeled products, determining the degree of importance of the label for the information search stage within the purchasing decision process, determining the degree of influence of the labels on the choice of the product to be consumed at the place of purchase, identify the degree to which the label can determine consumer loyalty, determining the categories of information that are turning into barriers regarding the final purchase decision making.…”