Marketing Innovation: Study of Determinants of Innovation in the Design and Packaging of Goods and Services—Application to Portuguese Firms

Moreira, Jacinta; Silva, María José; Simões, Jorge; Sousa, Gastão

doi:10.7903/cmr.11047

Cited by 15 publications

(14 citation statements)

References 14 publications

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“…Innovation based on functional excellence. In the final summary, the authors agree (Muangkhot & Ussahawanitchakit, 2015;Moreira et al, 2012;Kleindl et al1996;Cummins et al, 2000;Özen & Bingöl, 2007) and define marketing innovation as doing something fundamentally new with ideas, products, services, or technologies based on market-based ideas that stem from a variety of customer desires. Innovative marketing is the subject of other research.…”

Section: Literature Overviewmentioning

confidence: 98%

The Impact of Marketing Innovation on the Competitiveness of Enterprises in the Context of Industry 4.0

Ungerman¹,

Dědková²,

Gurinova³

2018

JOC

155

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Marketing innovation is identified as a search for creative and new solutions to problems and needs. For businesses to become more competitive and improving their performance, they must constantly develop new products as well as strategies. This paper is based on the research of areas of marketing in the context of Industry 4.0 and its impacts. The implications of digitization are the content of the research presented here. On the basis of the research, a pilot research was carried out among 50 enterprises that present themselves using Industry 4.0. A list of 15 basic tools of marketing innovation was compiled through an evaluation using the content analysis method. Eleven main impacts of marketing innovation which the respondents consider to be important were then generated. These impacts were described and subsequently evaluated using descriptive statistics methods, on the basis of which their importance was empirically verified. The impacts that businesses classed as being most important were: increasing the competitiveness of the company, increasing work productivity and changing the corporate culture. The results of the research showed that there are differences in how impacts are seen by SMEs and by large enterprises. The impacts are rated as most important by enterprises from the automotive industry with a European corporate culture. The research has empirically confirmed that businesses consider the greatest impact of innovative marketing in the context of Industry 4.0 to be the increase in enterprise competitiveness, which was the highest rated impact of the research. The paper has shed fresh light on our current understanding of innovation as a factor in competitiveness.

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Section: Literature Overviewmentioning

confidence: 98%

The Impact of Marketing Innovation on the Competitiveness of Enterprises in the Context of Industry 4.0

Ungerman¹,

Dědková²,

Gurinova³

2018

JOC

155

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“…Alves () analyzed how entrepreneurial intensity and marketing capabilities affect organizational innovation and thus the competitive advantages of innovative organizations. In the same vein, Moreira, Silva, Simoes, and Sousa () report that strategies of marketing innovation set out to implement new marketing methods aimed at improving the efficiency and effectiveness with which firms commercialize their products or services and thus boost competitive advantage, performance, and, accordingly, shareholder value.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Entrepreneurial competencies and motivations to enhance marketing innovation in Europe

Ros

Garzón

Mas‐Tur

2017

Psychology and Marketing

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Global Entrepreneurship Monitor (GEM) country profile variables were analyzed using qualitative comparative analysis (QCA). This analysis identified which combinations of entrepreneurs’ competencies and motivations boost marketing innovation. Marketing innovation contributes to defining and reinforcing competitive advantages, goal setting, and business performance. The findings of this study can help policymakers design strategies to foster regional marketing innovation and economic growth.

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“…According to References [30,31], marketing innovation is defined as an innovation and a new method by which firms can sell to potential or existing customers. It includes significant changes in the implementation of various marketing strategies to increase marketing efficiency [32] allowing enterprises to gain a competitive edge and create value for shareholders.…”

Section: Marketing Innovationsmentioning

confidence: 99%

Marketing Innovations in Industry 4.0 and Their Impacts on Current Enterprises

Ungerman

Dědková

2019

Applied Sciences

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This paper discussed the marketing innovations associated with Industry 4.0 and the effects that these innovative approaches cause. The main aim of the research was to discover the relationship between marketing innovations and their effects. Knowledge of this relationship can be used for the strategic planning of industrial companies in practice. The research methodology consisted of pilot research followed by primary research in industrial enterprises. The data were evaluated by descriptive statistics, statistical hypothesis, and correlation analysis. Through the research, the authors identified the importance of 17 innovative marketing tools and the strength of the use of 11 effects resulting from the implementation of these tools. The authors identified the relationships between tools and their implications in Industry 4.0 where a correlation was demonstrated. A list of 11 strategic objectives was created and, subsequently, a specific marketing mix proposal for each objective consisting of innovative marketing tools was as well. The results of this work enable enterprises involved in Industry 4.0 to better plan.

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Marketing Innovation: Study of Determinants of Innovation in the Design and Packaging of Goods and Services—Application to Portuguese Firms

Cited by 15 publications

References 14 publications

The Impact of Marketing Innovation on the Competitiveness of Enterprises in the Context of Industry 4.0

The Impact of Marketing Innovation on the Competitiveness of Enterprises in the Context of Industry 4.0

Entrepreneurial competencies and motivations to enhance marketing innovation in Europe

Marketing Innovations in Industry 4.0 and Their Impacts on Current Enterprises

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