G reat Customer Engagement innovations help people find ways to make parts of their lives more memorable, pleasant and delightful. Not only foreign researchers and managers are keen to find innovative business models, but also our compatriots develop such executive approaches. I n Russia the theory of innovation was formed within the general theory of cycles and crisis. R easearch conducted by Kondratyev, Shumpeter, Kuznets, Yakovets and other scientists led to the formation of innovative theory in Russia. T oday we can speak about growing interest to innovation from Russian businesses and the growing need in innovative changes leading to efficiency and sustainable successful operation.
N ew business models are not just innovations in business arrangement. I n modern conditions they innovative business models become the vital factors of growth and competitive ability of any company. A
business model can have the function of integration uniting different innovative technologies into complex sustainable combinations. However, in our modern world not only profit as it is becomes the key to success. C ompanies, which change their business models thinking about ecological sustainability, managed to increase their profit as well. I n 2012 the number of ecologically sustainable companies rose by 23%.An ecologically sustainable business model is such kind of arrangement when the company has no negative impact on the global and local environment, on the society and economy. A ccording to the recent research, companies operating in well-developed markets change their models in favour of sustainability more often. A
ustralia and New Zealand are the countries with the biggest numbers of profitable and at the same time environmentally-friendly businesses. Companies using ecologically-oriented innovations see their ways of development different from the organizations which have not learnt to get profit from sustainability. A modern company does not see ecology as a cost item, but focus on the efforts to increase energy efficiency and build competitive advantage. C ompanies implementing innovations in the field of ecology are also characterized by a greater focus on the process of achieving the planned results.
T hese companies are more inclined to treat their customers as a central element of the work. T hey also work successfully with a large number of decision-makers, and are able to solve problems through environmentally competently conducted organizational changes. Penetration in the environmental business is often correlated with income growth. Top managers must consider the environmental trend as a new business opportunity and a necessity. R esources1.
K eeley L., Pikkel R., Quinn B., Walters H. Ten Types of Innovation. T he Discipline of Building Breakthorughs. Doblin, 2011.
http://www.doblin.com/tentypes/#framework2. N ielsen, C. & M. L und (Eds.). Business Models: Networking, Innovating and Globalizing, Vol. 1, No.
2. C openhagen: BookBoon.com/Ventus Publishing Aps, 2012. — 205 p.
3. Patterson, C. Business Briefs. Business Theory Made Simple. 1st edition. — Coleman Patterson & bookboon.com, 2010. — 76 p.
