Retail marketing innovation in Spain
by Natalia Medrano-Sáez; Mª Cristina Olarte-Pascual
International Journal of Innovation and Learning (IJIL), Vol. 14, No. 3/4, 2013

Abstract: This paper presents a study carried out on innovation within the field of retail marketing. It arises from the limited scientific literature on the subject, given the significant current interest in marketing innovation as a possible solution to confront the new competitive scene in the current economic and social climate. The database utilised was provided by PITEC 2008 (June 2010). The main findings highlight that retail marketing innovation is in an initial phase; turnover, export activities and internal R&D appear to be the characteristics that make retailers more likely to develop marketing innovations.

Online publication date: Mon, 30-Sep-2013

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