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Innovation and Digital Marketing Adoption in Mexican Small Business

Author

Listed:
  • Adriana M. Noyola-Medina
  • Sandra Y. Pinz¨®n-Castro
  • Gonzalo Maldonado-Guzm¨¢n

Abstract

Today, companies are under enormous pressure to innovate (Steinhoff & Trommosdorff, 2013) due to rapid technological evolution, reduced product life cycles and globalized markets (Rovira & Tolstoy, 2016), coupled with the fact that the user is increasingly interactive with digital media, which emphasizes the fact that companies must have presence on the web to be able to cope with the current environment. The main objective of the present study is to investigate how innovation in products, processes, marketing and organization generates opportunities for efficient marketing of companies, transforming it into digital marketing. The present study was carried out in a sample of 256 companies in the state of Aguascalientes (Mexico) using the technique of structural equations modeling (SEM), where the results show positive and significant effects of the innovation on the adoption of digital marketing.

Suggested Citation

  • Adriana M. Noyola-Medina & Sandra Y. Pinz¨®n-Castro & Gonzalo Maldonado-Guzm¨¢n, 2018. "Innovation and Digital Marketing Adoption in Mexican Small Business," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 8(2), pages 18-27, June.
    • Handle: RePEc:ibn:jmsjnl:v:8:y:2018:i:2:p:18-27
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    References listed on IDEAS

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    1. Ash Amin, 1999. "An Institutionalist Perspective on Regional Economic Development," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 23(2), pages 365-378, June.
    2. Nordman, Emilia Rovira & Tolstoy, Daniel, 2016. "The impact of opportunity connectedness on innovation in SMEs’ foreign-market relationships," Technovation, Elsevier, vol. 57, pages 47-57.
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    Cited by:

    1. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).

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    More about this item

    Keywords

    digital marketing adoption; innovation; small business;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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