“…Aiming to analyze the process of marketing innovation in business and considering the literature review made, this study highlights factors related to technology, R&D activities, and marketing activities. The factors to be studied in this investigation originate from those defined by the 4th Community Innovation Survey (CIS 4, 2005), also used in other studies (Frenz & Ietto-Gillies, 2009;Guijarro & Garcia, 2009;Harris & Li, 2009;Hoffman, Parejo and Bessant, 1998;Kim & Mauborgne, 1997;Maciariello, 2009;Masso & Vahter, 2008;Millot, 2009;Romijn & Albaladejo, 2002;Silva & Leitão, 2009;Trienekens, Uffelen and Omta, 2008;Waarts, 2005;Youtie, 2006).…”