Köszeghy, Balázs | Hungary

Balázs Köszeghy is occupied in the research area new product marketing and sustainable product development. Since 2002 he is regular PhD student at the Budapest University of Technology and Economics (BME), Faculty of Economic and Social Sciences, PhD School of Engineering Management and Economics, Department of Economic and Business Policy

Further studies:
1996 – 2002 BME, Faculty of Mechanical Engineer, Industrial Design Engineering
2000 – 2001 Dalarna University (Borlänge, Sweden), Rehabilitation Engineering

Project at IAS-STS: The concept of sustainability and its application to corporate strategy - with a special focus on new product development and product life cycle management

There is no enterprise in the 21st century which can ignore the subject of sustainability as its requirements can affect the company through the government’s regulation, NGO’s and consumers’ action, even the enterprise’s strategy does not include sustainability. The research focuses on companies that consider the topic of sustainability as a source of competitive advantage. After investigating how the three elements of sustainability (economic, environmental and social factors) appear in the corporate strategy the aim is to reveal the methods of implementing of the ‘triple bottom line’ into the product development process, the product life cycle, and the supply chain relationship, as well.

The research has two main parts. In the first one an exploratory research are to be performed. The aim is to create a comprehensive system of methods for implementing sustainability into the corporate strategy and the new product development. The main objective of the second stage is to define the plan of a primary research, elaborating hypotheses, methods, and the questionnaire, etc. The main goal of this primary research is to compare and to reveal the differences between theory and ‘average’ practice of firms. By this, a base for developing opportunities for more effective application methods can be created. The expected results of the research work may create considerable shift both in the general approach of the topic and in the application of theories in practice.

During the whole research work an additional aim is to understand and to solve the experienced synchronisation difficulty between “economists’ marketing-management system” and “engineers’ product development system” - by revealing and understanding the topic from both points of view.

Selected Publications

Impact of sustainability requirements on changes of business behaviour; The National Conference of Young Regionalists, 12-13 November 2004, Széchenyi Isván University, Győr (Hungary), (in Hungarian), Conference proceedings CD.

Sustainability and globalisation – opportunities of business strategies; Effects of globalization on national and international social and economic processes – 1st National Conference of PhD School of Engineering Management and Economics of BME, 9. November 2004, Budapest University of Technology and Economics (BME), (Hungary), (in Hungarian), Conference proceedings, pp. 101-109.

Ecological aspects of new product development and marketing – concepts and models for developing and managing sustainable products; 3rd International Conference for Young Researchers, 28-29 September 2004, Szent István University, Gödöllő (Hungary), Conference proceedings, pp. 368-375

The triad of government, firms, and consumers on the market of environmental-friendly products; in: Periodica Polytechnica. Ser. Soc. Man. Sci., Vol. 12, No.2, (2004.), pp. 261-276.

Main dimensions of environmental marketing: products, markets, consumers and business strategies; in: Veress J. (ed.): At the end of transformation, Ed. Stúdium kiadó, 2004. pp. 185-204 (in Hungarian)