Strategies and obstacles for marketing innovation activities
by Aldina Correia; Vitor Braga; Ana Machado; Alexandra Braga
Global Business and Economics Review (GBER), Vol. 21, No. 3/4, 2019

Abstract: The recognised importance of innovation and their role in competitiveness of firms is well-known. Marketing innovation is one aspect of the general innovation process and, as such, deserves to be explored. Based on a sample of 6,840 Portuguese firms which replied the 2012 Community Innovation Survey, multivariate techniques (factor analysis and multivariate linear regression) have been used to measure the factors associated with main strategies and obstacles of marketing innovation, in order to better understand the role of marketing in firms' innovation processes. Our results suggest that the majority of Portuguese firms display a limited marketing innovation strategy, with some focusing on innovation in design or packaging, product promotion, placement and pricing. Five factors were found associated with main motivations and obstacles for innovation processes: costs; improvement of goods or services and cooperation; internationalisation; market-related motivations; and financial issues. In addition, our results also suggest that marketing innovation is, mostly, explained by one of the firms 'motivations: the improvement of goods or services and cooperation.

Online publication date: Wed, 01-May-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the Global Business and Economics Review (GBER):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com