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

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  • Andrea Lučić
  • Marina Dabić
  • John Finley

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.

Suggested Citation

  • Andrea Lučić & Marina Dabić & John Finley, 2019. "Marketing innovation and up-and-coming product and process innovation," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 37(3), pages 434-448.
    • Handle: RePEc:ids:ijesbu:v:37:y:2019:i:3:p:434-448
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    Cited by:

    1. David Juárez-Varón & Victoria Tur-Viñes & Alejandro Rabasa-Dolado & Kristina Polotskaya, 2020. "An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy," Social Sciences, MDPI, vol. 9(9), pages 1-23, September.

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