IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v23y2020i3p370-383.html
   My bibliography  Save this article

Innovation strategy and network capability as marketing innovation enablers

Author

Listed:
  • Bruna Cescatto Costa
  • Simone Regina Didonet

Abstract

The aim of this paper is to verify the influence of innovation strategy and network capability on marketing innovation. Data obtained from a survey with 131 small and medium firms from the cosmetic industry in Brazil were analysed using PLS-SEM technique. The results confirmed the influence of both antecedents, i.e., innovation strategy and network capability. Furthermore, the findings showed that small and medium enterprises are more innovative in marketing than micro firms are. Besides, network capability showed slightly stronger impact in marketing innovation than innovation strategy. This can be explained by considering characteristics of the sector, which exhibits high dependence on suppliers, distributors and clients. This study contributes by adding evidences, which link the managerial perspective of innovation to marketing innovation instead of considering the usual linkages between firm performance and product innovation. Thus, firms who want to foster marketing innovation find evidence of the factors that favours marketing innovation incidence.

Suggested Citation

  • Bruna Cescatto Costa & Simone Regina Didonet, 2020. "Innovation strategy and network capability as marketing innovation enablers," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 23(3), pages 370-383.
    • Handle: RePEc:ids:ijbire:v:23:y:2020:i:3:p:370-383
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=110965
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pooja Goel & Nitika Sharma & Raiswa Saha, 2024. "Consumption Behaviour of Poor Consumers: A Bibliometric and Content Analysis," FIIB Business Review, , vol. 13(3), pages 304-317, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:23:y:2020:i:3:p:370-383. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.