A Study on Integrating Product Innovation & Marketing for Sustainable Growth with reference to Nutraceutical Companies

Pamukçu, Neval (2025) A Study on Integrating Product Innovation & Marketing for Sustainable Growth with reference to Nutraceutical Companies. Masters thesis, Dublin, National College of Ireland.

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Abstract

The rising life expectancy and health trends that involve diseases caused by lifestyles are making nutraceuticals (a combination of nutrition with pharmaceuticals) popular. Customers are waking up to the relationship between nutrition and health, posing a demand on the availability of functional food and nutraceutical products that can prevent diseases, enhance health, and save on dependence with formal medicines. The paper discusses the combination of product innovation and ethical marketing as the key factors of sustainable development in the context of the worldwide nutraceutical market. With the trend toward proactive health and natural wellness solutions consumers embrace, companies are being pushed to create scientifically proven bioactive formulations and transparent and regulatory compliant marketing approaches. This study critically analyses the performance of ten outstanding nutraceutical companies against four strategic aspects that include product innovation, ethical marketing, global market approach, and sustainability based on a thorough survey on the secondary data. It outlines best practices and areas of gaps having to do with clinical validation and regulatory fragmentation as well as consumer confidence. Firms which generate innovations that are adapted with ethical address and setting regarding the environment produce competitive strength and scalability. The research findings recommend that the nutraceutical industry needs to be sustained on evidence-based product development, connected consumer, and sustainable endeavours. Strategic vision and frameworks are suggested to commercial organisations that wanted to strike a balance between commercial performance, the promotion of public health, and protection of the environment.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Chattopadhyay, Amit UNSPECIFIED
Uncontrolled Keywords:	Nutraceuticals; Preventive healthcare; Health and nutrition; Product innovation; Ethical marketing; Sustainable Growth
Subjects:	R Medicine > RS Pharmacy and materia medica H Social Sciences > Economics > Business H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing Q Science > QP Physiology > Nutrition
Divisions:	School of Business (- 2025) > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	16 Dec 2025 17:25
Last Modified:	16 Dec 2025 17:25
URI:	https://norma.ncirl.ie/id/eprint/9049

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