INNOVATIVE APPROACHES TO THE CREATION OF ECOLOGICAL INNOVATIONS

V magistrskem delu sem se osredotočila na inovativnost in ekološke inovacije. Znano je, da je inovativnost v današnjem času bistvenega pomena za preživetje vsakega podjetja na trgu in povečevanje njegove konkurenčnosti. Podjetja morajo vedno znova težiti k napredku, dajati poudarek na inovativnosti, iskati nove ideje, konkurirati, predvsem pa biti prijazna do okolja. Prav tako v današnjem času dajemo predvsem poudarek na izdelke, storitve in proizvode, ki so okolju manj škodljivi. Zraven vseh novosti, inovativnosti, kreativnosti, konkurenčnosti je pomembna tudi družbena odgovornost do okolja. V podjetjih, katera temeljijo na širjenju okolju prijaznih izdelkov, proizvodov, storitev uporabljajo novejše tehnologije, okolju prijazne snovi, omogočajo kupcem nove inovativne ekološke proizvode in vpeljujejo nove metode distribucije. Takšna podjetja sledijo inovativnosti in povečujejo svojo konkurenčno moč. S pomočjo inovativnosti razvijajo ekološke izdelke in z uveljavljanjem med uporabniki dosegajo ekološke inovacije. Spodbujanje in ozaveščanje ljudi k uporabi ekoloških izdelkov povečuje povpraševanje po ekoloških inovacijah, in povečuje konkurenčno prednost pri tistih podjetjih, katera uporabljajo ekološke inovacije ter s tem krepijo njihov ugled. Prav tako se dolgoročen uspeh podjetja kaže v zaupanju, zadovoljstvu, zadovoljevanju potreb potrošnikov, kar je mogoče doseči s kreativnimi, kakovostnimi, inovativnimi pristopi in inovacijami. Raziskava je temeljila na izbranem podjetju Gorenje d.d., katero daje velik pomen inovativnosti in ekološkim inovacijam. Podjetje uspešno združuje vrhunsko znanje, ideje, kreativnost, inovativnost in inovativne tehnologije v uporabne rešitve, ki prepričajo tudi najbolj zahtevne uporabnike. Gorenje je na področju varovanja okolja v samem vrhu evropske industrije. Tako na področju razvoja aparatov kot tudi na področju obvladovanja tehnoloških postopkov. Prav tako so Gorenjevi inovativni gospodinjski aparati opremljeni z okolju in zdravju manj škodljivimi komponentami.The magister work focuses on innovativity and eco-innovations. It is well known that nowdays the innovativity is of key importance for the survival of any company in the market and for the increase of its competitiveness. The companies should always strive to progress, to lay emphasis on innovativity, to search for new ideas, to compete, and most of all to pursue environmentally friendly policies. Likewise, nowadays we mostly lay emphasis on the products and services that have a lower overall environmental impact. The companies, that are based on propagation of environmentally friendly products and services, use the latest technologies and environmentally friendly substances, offer new eco-products to their customers and introduce new methods of distribution. Such companies keep pace with the innovativity and increase their competitive strength. The companies develop eco-products through the innovativity and achieve the eco-innovations by promoting the innovativity among their consumers. The promotion and raising people\u27s awareness to use eco-products are increasing the demand for eco-innovations, and as well the competitive advantage of those companies that are using eco-innovations and thereby reinforce their reputation. Besides, a long-term success of the company is manifested itself in trust, satisfaction and customer fulfillment of the needs, which may be achieved though creative, quality and innovative approaches and the innovations. The research was based on the selected company Gorenje d.d., which attaches great importance to innovativity and eco-innovations. The company successfully combines the highest level of knowledge, ideas, creativity, innovations and the innovative technologies to provide solutions that satisfy even the most demanding users. Gorenje is at the forefront of the European industry in the field of environmental protection, namely in the field of development of appliances as well as in the field of management of technological processes. Additionally, the innovative household appliances Gorenje are equipped with the components that are less harmful to environment and health