Factors for Marketing Innovation in Portuguese Firms CIS 2014

Abstract

Globalization, radical and frequent changes as well as the increasing importance of applying knowledge through the efficient implementation of innovation is critical under the current circumstances. Innovation has been the source of businesses competitive advantage, but it is not restricted to technological innovations, and thus marketing innovation also plays a central role. This is a significant topic in the marketing field and not yet deeply analysed in academic research. The main objective of this study is to understand what factors influence marketing innovation and to establish a business profile of firms that innovate or do not in marketing. We used multivariate statistical techniques, such as, multiple linear regression (with the Marketing Innovation Index as dependent variable) and discriminant analysis where the dependent variable is a dummy variable indicating if the firm innovates or not in marketing. The results suggest that there are several factors explaining marketing innovation, although in this study, we find that the factors contributing the most for marketing innovation are: the Organizational Innovation Index, customer and/or user suggestions, and intellectual property rights and licensing (IPRL). Most of the literature has studied these factors separately. This research studied such factors together, and it is clear that both organizational innovation and IPRL play an important role that drives firms to innovate in marketing, which differs from some literature; customer suggestions help in the process of marketing innovation, as some authors argue that customers do not always know what they want until they have it. In parallel, this study proved to be useful in understanding that the different values for the Marketing Innovation Index display no influence on the results, since they were equivalent when a dummy variable (innovated/not innovated in marketing) was used as a dependent variable. In practice, we realize that the factors are useful to clarify what Portuguese firms innovate or not in marketing, with no different results when we the four marketing innovation levels (design, distribution, advertising and price) are considered.

How female entrepreneurship may boost business innovation and internationalization

“…Recent research has shown that there is a strong connection between internationalization and innovation (e.g. Monteiro, Correia, et al, 2019). The literature shows, for example, that Latin American multinational firms are more likely to innovate than domestic ones, due to the increased access to new markets, new technologies, and new customers that internationalization provides.…”

“…As a result of the ever-changing socio-cultural conditions in the world and the tremendous growth in the number of women-owned businesses, there is a growing interest in research on women entrepreneurship (Brush, 1992;Jafari-Sadeghi et al, 2021;Monteiro, Correia, et al, 2019;Rosenbaum, 2017).…”

Marketing innovation: Development strategy of private university in Indonesia

“…Marketing innovation is a tool that helps managers use their resources effectively and create a competitive advantage. (Bilan et al, 2020;Monteiro et al, 2019). Marketing innovation can improve reputation or company image, increase profits through increased customer satisfaction, identify processes and develop new ideas to gain a competitive advantage (Scott, 2020).…”

Inovação e estratégia de marketing:

“…Outra lacuna apresentada compreende no trabalho pensando em outros stakeholders, como fornecedores e concorrentes, compreendendo as diferenças sociais, culturais e econômicas entre os clientes e também os efeitos dos ativos de marketing sustentáveis sobre eles(Hussain et al, 2020).• A observação do relacionamento entre os departamentos de marketing e P&D, gastos com inovações e suas informações de profundidade e escopo(Joueid & Coenders, 2018) e a verificação da mudança comportamental das empresas no que diz respeito à importância do marketing e da própria inovação(Monteiro, Correia & Braga, 2019), são fatores a ser considerados.As pautas futuras incorporam principalmente no setor de manufatura mais investimentos em quatro tipos de inovação (produto, processo, marketing e organizacional) associado à performance de marketing(Haudi, Wijoyo & Cahyono, 2020;Kipkosgei & Paul, 2019;Ganzer, Chais & Olea, 2017), fornecendo alguma forma de treinamento que destacaria os méritos de inovação nas empresas e como essas inovações se traduzem em marketing. O impacto da inovação em marketing sobre o desenvolvimento e estabelecimento de outras indústrias do âmbito internacional, além da proposta do setor automotivo, amplia a visão realista das inovações na indústria(Abdolvand & Pakari, 2017), com pesquisas que apresentem um continuum em vez de continuidade.…”