THE INNOVATIONS IN A MODERN TRADE

Alexandru GRIBINCEA, Virgil GHERGHINA*, Traian COLŢEA**, Radu ROŞCĂNEANU*** Universitatea de Stat din Moldova *Inspectoratul Fiscal, Constanţa, România **Firmă de Audit, Tulcea, România ***Inspectoratul Financiar, Brăila, România

Abstract

For a business, innovation is considered a lever for strengthening its position, in relation to its competitors. It helps to conquer new markets by offering unique products or services, to improve performance and reduce costs, expand or retain customers or to enhance the image of brand. Amongst the businesses less than ten employees, 41% report that have been innovated between 2002 and 2004, represent a quarter of the innovative companies of the French economy. For organizational innovations most common are that they relate to almost a third of commercial enterprises. Innova-tions in marketing or in the market process are implemented by about one of five companies. Delivery innovations related to the concept of sale, are rare in the studied companies. These different types of innovation are sometimes combined like delivery of an innovation that often leads to other forms of innovation. We consider that the main factors that influence the innovation behavior are: activity, the size of the company belonging to a group or network and market size. However, the cost is the main obstacle. Innovation expenditures are concentrated in the wholesale trade, especially in professional equipment. Keywords: innovation, trade, competition, benefits.