Examining the drivers of marketing innovation in SMEs

Dwivedi, Abhishek; Pawsey, Nicholas

doi:10.1016/j.jbusres.2022.113409

Cited by 29 publications

(20 citation statements)

References 88 publications

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“…The references related to labor productivity are [50,54] whereas those related to product innovation include [55,56]. For the process innovation, papers are [55,[57][58][59], whereas for the marketing innovation, related literature includes [60][61][62]. Traditional HR practices are often associated with conventional approaches to managing employees and include standard procedures for recruitment, selection, training, and compensation.…”

Section: The Modelmentioning

confidence: 99%

Impact of Innovation-Oriented Human Resource on Small and Medium Enterprises’ Performance

et al. 2023

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This research paper aims to examine the impact of innovative HRM practices, including employee participation, performance appraisal, reward and compensation, recruitment and selection, and redeployment–retraining on firm performance. For this purpose, four different models are utilized to examine the impact of innovative HRM department practices on the performance of small and medium enterprises (SMEs) in a country. The dependent variable, firm performance, is proxified by different variables such as labor productivity, product innovation, process innovation, and marketing innovation. For empirical analysis, primary data are collected using a questionnaire. Estimation is conducted using ordinary least squares (OLS) and logit regression techniques. The estimated results indicate that most innovative HRM practices have a statistically significant impact on firm performance in terms of labor productivity, product, process, and marketing innovations. These results imply that SMEs in a country may observe the benefits of devoting greater attention to innovative HRM practices to achieve their future growth potential.

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Section: The Modelmentioning

confidence: 99%

Impact of Innovation-Oriented Human Resource on Small and Medium Enterprises’ Performance

et al. 2023

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“…Digitalization and innovations in the marketing and logistics system are interconnected and ensure the optimization of business stages and increase their efficiency for the company as a whole. Based on this, on the basis of scientific generalization and critical analysis of scientific approaches [12][13], the author substantiates the conceptual impact of digitalization, innovation on marketing and logistics of modern companies, which is shown in Figure 2. It is important to state that, in contrast to the identification of features of the development and integration of the marketing-logistics system into the basic practice of supply chains in basic markets in scientific research [4], in Figure 2 states that the key task of digitalization and innovation of modern business is to simplify the management process and increase its efficiency by optimizing costs, business processes and automation.…”

Section: Resultsmentioning

confidence: 79%

“…It should be noted that the digital transformation of modern business is a complex and lengthy process that requires the involvement of specialists, time and financial costs. The argumentation of key business goals under the influence of innovations is highlighted in a scientific study [12], where it is considered that the key drivers of marketing are innovations and information technologies and information flows, but the issue of their comprehensive influence on the marketing and logistics systems of companies, taking into account modern trends, is not addressed, which requires in-depth analysis and conceptualization of the main aspects. Based on this, it should be stated that digitalization and innovation in business ensure the achievement of many strategic business goals of modern companies: 1) Optimization of company costs; 2) Stay ahead of competitors by introducing new technologies and improving the quality of service and products; 3) Leadership positions of the company and formation of the company's brand image; 4) New opportunities for consumers; 5) Improving the efficiency of business processes; 6) High-quality planning of production, logistics and service.…”

Section: Resultsmentioning

confidence: 99%

Digitalization, innovation and marketing in logistics

Al-Ababneh,

Dalbouh,

Alrhaimi

et al. 2023

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Global digitalization has caused a modification of the modern world market and the adaptation of business strategies of modern companies. The target of the research is to define the peculiarities of trends in the evolution of digitalization, innovation in marketing and logistics of modern companies. It is substantiated that the efficiency and competitiveness of a business are constructively related to the implementation of digital innovative technologies in the marketing and logistics system to optimize business processes and reduce management and operating costs. Based on scientific generalization, it is indicated marketing and logistics interaction and specific features of key aspects in influencing competitiveness. Based on structural and logical analysis, revolutionary technologies and innovations in the marketing and logistics system are highlighted for maximum automation of business processes of modern companies, based on which their development trends are determined. The need for a systematic approach to the consideration of marketing and logistics as inseparable elements of the continuous cycle of companies (production-promotion-sales-service-logistics) is put forward. Based on structural and logical analyze peculiarities of the implementation of the marketing logistics system of companies in conditions of digitalization and innovation, which can be applied in the forming a digital marketing strategy and managing the logistics system of companies in the long term.

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“…Mariani, Machado & Nambisan (2023) asserted that SMEs found themselves in a technologically changing world, ICT based innovation adoptions became a catalyst for organisational change. In a similar vein, the adoption of social media among SMEs for marketing purposes was a growing phenomenon (Dwivedi & Pawsey, 2023). As social media platforms like Facebook and Instagram became increasingly popular among customers, SMEs in developing countries began to adopt these for marketing purposes (Cahyono, 2023).…”

Section: Literature Reviewmentioning

confidence: 99%

The Innovation Impact on Marketing Performance: The Case of SMEs in Developing Countries

Khan,

Malaka

2023

ECIE

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Despite the growing body of literature on social media adoption in marketing, there appears to be a lack of research on the specifics and ramifications for small and medium-sized enterprises (SMEs), which are an important segment of the business world. This study aims to address this gap by investigating the use of Facebook and Instagram in marketing among fast-food SMEs in Pakistan, a developing country. To achieve this goal, the study employs the technology-organisation-environment (TOE) framework and a multiple case study approach to analyse the antecedents of Facebook and Instagram adoption and their impact on marketing performance. Data was collected through semi-structured interviews with thirty fast-food SMEs in Pakistan and analysed using thematic analysis. The study reveals that several antecedents influence the adoption of Facebook and Instagram in marketing among SMEs, including interactivity, cost-effectiveness, owner support, customer pressure, and market scope. Furthermore, the adoption of these social media platforms impacted marketing performance, as it enhances brand awareness and customer buying interest. The study's findings offer a conceptual framework on the antecedents of Facebook and Instagram adoption in marketing among fast-food SMEs in Pakistan, with implications for their marketing performance. The study's conceptual framework can serve as a foundation for future research exploring social media adoption in other SMEs and industries. This study has both practical and theoretical contributions. At the practical level, it provides suggestions for fast-food SMEs in Pakistan on how to adopt social media platforms effectively for marketing purposes. At the theoretical level, it enriches the existing literature on social media adoption in SMEs.

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Examining the drivers of marketing innovation in SMEs

Cited by 29 publications

References 88 publications

Impact of Innovation-Oriented Human Resource on Small and Medium Enterprises’ Performance

Impact of Innovation-Oriented Human Resource on Small and Medium Enterprises’ Performance

Digitalization, innovation and marketing in logistics

The Innovation Impact on Marketing Performance: The Case of SMEs in Developing Countries

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