Title: Marketing innovation and up-and-coming product and process innovation

Authors: Andrea Lučić; Marina Dabić; John Finley

Addresses: Faculty of Economics and Business, University of Zagreb, J.F. Kennedy Square 6, 10000 Zagreb, Croatia ' Faculty of Economics and Business, University of Zagreb, J.F. Kennedy Square 6, 10000 Zagreb, Croatia; Nottingham Business School, Nottingham Trent University, Burton street, Nottingham, NG1 4BU, UK ' Columbus State University, 4225 University Avenue Columbus, Georgia 31907, USA

Abstract: This paper focuses on the influence of different marketing innovation types impacts on product and process innovation. Marketing innovation is investigated through the report of innovation in terms of capabilities of product/service design, promotion and marketing methods. The cross-national research sample consists of 380 entrepreneurs from Croatia, Poland and the UK. The empirical results indicate significant contribution of different types of marketing innovation to product and process innovation therefore pointing towards essential importance of marketing in the firms' innovation performance. Product and service design have been proven to have the most significant role in the successful product and process innovation, innovation in marketing methods contributes to radical product innovation whereas innovation in promotion to incremental process innovation.

Keywords: marketing innovation; product innovation; process innovation.

DOI: 10.1504/IJESB.2019.101108

International Journal of Entrepreneurship and Small Business, 2019 Vol.37 No.3, pp.434 - 448

Received: 23 Sep 2017
Accepted: 23 Sep 2017
Published online: 24 Jul 2019 *

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