Innowacje w procesie budowania relacji z klientem w warunkach kryzysu na przykładzie przedsiębiorstw w województwie podlaskim

The aim of the paper is to present the scope, essence and role of innovation in building relationships with customers in crisis conditions. The crisis itself is presented in a broad context, also as a result of the frequency of changes in the dynamic business environment. Under the crisis conditions one of the most important resource are the company’s customers and relationships with them. Building lasting relationships with customers requires their continuous improvement through conscious and oriented on customer’s needs innovation. Broadly defined innovation becomes a characteristic of modern marketing orientation. In presenting the role of innovation as an element of customer orientation the example of companies in Podlasie Province was used, considered as a region of low absorption of innovations. The conclusions are supported by the results of research included in the report "Good practices and transfer of technology innovation in key sectors of Podlaskie Voivodeship," which the author of this study was a co-author.