THE ROLE OF PROMOTIONAL INNOVATION IN ACHIEVING THE COMPANY’S COMPETITIVE ADVANTAGE – CASE STUDY OF “BRANDT” COMPANY

Purpose: The study aimed to highlight the role of promotional innovation and its relation to competitive advantage by identifying the contribution of the elements of an innovative promotional mix in achieving competitive advantage. Methodology: A questionnaire was used to collect data from the study sample, with 34 responses recovered and analyzed using the “SPSS” statistical software. Various statistical methods were employed to test the hypotheses and draw conclusions. Results: The study concluded that promotional innovation plays a significant role in enhancing the competitiveness of the company in question. Among the elements of the promotional mix, innovation in personal sales contributed the most to achieving competitive advantage, followed by innovation in public relations, innovative advertising, and, to a lesser extent, sales promotion. Practical Implications: The findings suggest that businesses aiming to enhance their competitive position should focus on fostering innovation in personal sales and public relations. Attention to these areas can yield a stronger competitive advantage. Originality/Value: This study contributes to the understanding of how different elements of promotional innovation affect competitive advantage, providing a nuanced view of the impact of personal sales, public relations, and other promotional activities in the business context.