Does technological innovation undertaken alone have a real pivotal role? Product and marketing innovation in manufacturing firms

Bartoloni, Eleonora; Baussola, Maurizio

doi:10.1080/10438599.2015.1057002

Cited by 23 publications

(24 citation statements)

References 29 publications

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“…This is because a weaker effect of marketing innovation activities was found in the product innovation equation. This means that marketing innovations benefit from product innovation activities (Bartoloni and Baussola 2016). That is why this paper uses the bivariate equation in the innovation output stage of the innovation business process and adds as many reasonable control variables as possible to account for industry-specific factors.…”

Section: Literature Reviewmentioning

confidence: 99%

Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector

Vokoun

Píchová

2020

IJFS

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Market competition drives organizations to higher efficiency. This paper analyses the relationship between the prevailing organization's market orientation and marketing innovation activities. The sample of organizations consists of business enterprises from the manufacturing sector in the Czech economy. Data come from the Community Innovation Survey in 2014 and are analyzed using the innovation process econometric modeling. This innovation survey covers the period of a 3 year J-curve of real GDP growth. Czechia is one of the most open economies in the world and has one of the largest shares of exports and imports to GDP. This paper evaluates four types of marketing innovation activities (design, pricing, placing and promotion methods) at the enterprise level as a factor of marketing capability. The analyzed sample consists of observations about new-to-the-market innovators and enterprises that did not engage in new-to-the-market innovation activities in the last three years. The second group are considered to be lower-level innovators, i.e., adaptors to technological change. This paper explores the relationship between local, national, European and World market orientation in addition to an enterprise's marketing innovation activities. The results suggest that not all types of marketing innovations are dependent on market orientation, while some have indirect positive and negative effects. Feedback and the future effects of marketing innovation activities are present at the enterprise level. Results also suggest that the marketing innovations of innovators form the manufacturing sector while they are dependent upon the strategies of enterprises to enter new geographical markets and gain the motivation to unlock new (hidden) demand.

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Section: Literature Reviewmentioning

confidence: 99%

Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector

Vokoun

Píchová

2020

IJFS

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“…The third variable is a dummy variable equal to 1 if a firm has technological or R&D department or committee in period t-1, and zero otherwise (variable R&D departmen t-1 ) [54]. In accounting for the market power of firms, we model their market share (variable Market share t-1 ) as the weighted sum of a firm's market shares in markets in which the firm sells its products in period t-1 [66,67]. This variable is included to test the hypothesis advanced by [68] known as Mark II or the classical Schumpeterian hypothesis [69].…”

Section: Model Specificationmentioning

confidence: 99%

“…It is assumed that innovation activities of individual firms that belong to a group can benefit from the opportunities arising from organizational synergies within the group. Moreover, firms belonging to a group might have an easier access to external funding [66]. Firms' international activities are captured by the variable Export intensity t-1 , as the ratio of exports to sale in period t-1 [32,58,64].…”

Section: Model Specificationmentioning

confidence: 99%

Collaboration with External Organizations and Technological Innovations: Evidence from Spanish Manufacturing Firms

Radičić

Pinto

2019

Sustainability

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Based on the two knowledge dimensions of availability and accessibility, this study investigates the influence of cooperation with external organizations on technological, product, and process innovations. Using longitudinal data from Spanish manufacturing firms, we estimate dynamic random-effects probit models and thus take into account that technological innovations exhibit persistent behavior. We find that cooperation with suppliers and universities is positively associated with both product and process innovations. However, sectoral analysis according to technological intensity reveals that cooperation with suppliers increases the propensity to technological innovation in industries with a higher degree of technological intensity, while cooperation with universities increases the likelihood of innovation in industries with a lower degree of technological intensity. Moreover, empirical results indicate a high degree of true or genuine state dependence in both types of innovations. Based on these findings, we discuss the theoretical, managerial, and policy implications of the study.

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“…With highly integrated supply chains and increasing exports (Marras et al, ; AA.VV., ), food firms hold meaningful and long‐term business relationships with other sectors such as producers of inputs and services, contractors, feed manufacturers, food processing firms, distribution and catering, which all together are worth almost €267 billion (approximately 17 per cent of national GDP) (Marras et al, ). Recent quantitative studies confirm that both technological innovations (i.e., product or process innovation) and non‐technological innovations (i.e., organizational or marketing innovation) are becoming central to the innovativeness of food firms (Bartoloni & Baussola, ).…”

Section: Methodsmentioning

confidence: 99%

The Role of Non‐Technological Innovations in Services: The Case of Food Retailing

D’Ippolito

Timpano

2015

Creat Innov Manage

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A growing proportion of innovation, especially in consumer-based industries, is linked to both aesthetic and symbolic components, yet there is still wide uncertainty as to how consumers respond to the design of products and whether their product choices are consistent across product categories. We draw attention to instances whereby less technology-intensive initiatives can convey innovation in services industries. The focus is on the case of Eataly, a food retailer in which, it is argued, non-technological innovations have shaped the firm's core values and triggered consumer interest towards a supermarket where, besides physical goods, experience has become the object of transaction. By emphasizing the importance for retailers of focusing not only on single products, but also on other dimensions of the firm's organization, we intend to contribute to the literature that explores changing facets of innovation in service industries.

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Does technological innovation undertaken alone have a real pivotal role? Product and marketing innovation in manufacturing firms

Cited by 23 publications

References 29 publications

Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector

Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector

Collaboration with External Organizations and Technological Innovations: Evidence from Spanish Manufacturing Firms

The Role of Non‐Technological Innovations in Services: The Case of Food Retailing

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