Retro-innovation and Corporate Social Responsibility

Erika Loucanova; Jan Parobek; Martina Kalamarova

Erika Loucanova Technical University in Zvolen, The Faculty of Wood Sciences and Technologies, Department of marketing, trade and world forestry
Jan Parobek Technical University in Zvolen, The Faculty of Wood Sciences and Technologies, Department of marketing, trade and world forestry
Martina Kalamarova Technical University in Zvolen, The Faculty of Wood Sciences and Technologies, Department of marketing, trade and world forestry

Abstract

The paper deals with the retro-innovation and their importance to corporate social responsibility (CSR). Corporate social responsibility is a process with the aim to encourage a positive impact through activities on the environment, consumers, employees, communities, and all other stakeholders of the public sphere. The accelerated rate of technological and social change influences on the society. The main social problems are symptoms of future shock. Retro-innovation trend is emerging against an accelerating backdrop of "datafication". New products are designed to connect customers with the past in ways that are nostalgic, interactive and environmental. CSR thanks to the retroinnovation encourages has a positive impact on the all stakeholders and eliminates the future shock.