New marketing technology: transfer of basic value as an effective mechanism of impact on stakeholders
This paper focuses on new marketing technologies which use transfer of the basic values of the organization to promote its products and services among stakeholders. Transfer of basic values allows the company to secure its competitive position as a result of creation of a new market niche. This technology seems especially effective for small innovative firms. Value-oriented management can be the condition of survival and growth for small innovative firms in the new global business environment. Value-oriented management contributes to early detection and consolidation of instrumental values, providing a high competitive status of the company.