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Journal articles on the topic 'Innovation in marketing'

Author: Grafiati

Published: 28 May 2022

Last updated: 30 July 2025

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1

Medrano, Natalia, and Cristina Olarte-Pascual. "The effects of the crisis on marketing innovation: an application for Spain." Journal of Business & Industrial Marketing 31, no. 3 (2016): 404–17. http://dx.doi.org/10.1108/jbim-02-2013-0048.

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Purpose This study aims to identify the structural features of companies that have implemented marketing innovations at two different points, 2008 and 2010 (before and during the crisis). Design/methodology/approach The sample, obtained from the Technological Innovation Panel, consists of two subsamples of 9,415 enterprises each. The information was processed using a binomial logit model, parametric and non-parametric tests for independent samples and a test of structural stability. Findings Differences were found in the results from 2008 and 2010: enterprises in Spain were less likely to impl

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Teltumbade, Ganesh Ramesh, and Chandrashekhar s. pawar. "Innovation- an Engine for inclusive growth and sustainable development and social innovation in marketing." Journal of Research & Development 17, no. 4 (2025): 30–37. https://doi.org/10.5281/zenodo.15542584.

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<strong><em>Abstract</em></strong> <em>Innovation is the key source for enhancing inclusive growth and sustainable development. The paper has discussed the significance of innovation for economic growth within the country. Along with that, the paper has discussed innovation's role in effectively driving growth and sustainable development within marketing. Apart from that, the research paper has evaluated that there are numerous structural measures that have assisted in promoting innovation. However two majors which are revealed in this paper that helps in promoting innovations include investme

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Wada, Hiroko. "Marketing Innovation." Seikei-Kakou 31, no. 2 (2019): 80–81. http://dx.doi.org/10.4325/seikeikakou.31.80.

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Chen, Yongmin. "Marketing Innovation." Journal of Economics Management Strategy 15, no. 1 (2006): 101–23. http://dx.doi.org/10.1111/j.1530-9134.2006.00093.x.

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Blagorazumnaya, Olga, and Larisa Trifonova. "Correlation of the concepts innovative marketing and marketing of innovations in the context of promotion of goods and services." Studia Universitatis Moldaviae. Seria Ştiinţe Umanistice, no. 11(3) (October 2024): 29–36. http://dx.doi.org/10.59295/sum11(3)2024_05.

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This article analyzes the relationship between the concepts of innovative marketing and marketing of innovations with an emphasis on their impact on the effective promotion of goods and services. It was found that innovation marketing and marketing of innovations are closely interrelated. Their relationship can be depicted as a form of mixed approach. Innovation marketing serves as a fundamental strategic approach that lays the foundation for the development and implementation of marketing strategies that are not limited to the area of innovation. On the other hand, marketing of innovations ac

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McAdams, David, and Yangbo Song. "Adoption epidemics and viral marketing." Theoretical Economics 20, no. 2 (2025): 453–80. https://doi.org/10.3982/te5886.

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An innovation (e.g., new product or idea) spreads like a virus, transmitted by those who have previously adopted it. Agents update their beliefs about innovation quality based on private signals and when they hear about the innovation. We characterize equilibrium adoption dynamics and the resulting lifecycle of virally‐spread innovations. Herding on adoption can occur but only early in the innovation lifecycle, and adoption eventually ceases for all virally‐spread innovations. A producer capable of advertising directly to consumers finds it optimal to wait and allow awareness to grow virally i

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Mrs., Kavita. "Innovations in Marketing." International Journal of Advance and Applied Research 10, no. 5 (2023): 31–34. https://doi.org/10.5281/zenodo.8042395.

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Today Innovation is one of the most important issues in businesses. This research paper is about implementation of new techniques and tools in marketing i.e.  marketing innovations. Marketing innovations mean to apply new marketing strategies and concepts that differ importantly from older ones. These strategies are not used before. It shows a significant change either in design, packaging, positioning, promotion and price of a product. The objective of this paper is to find out what are new changes in marketing and what are the benefits of these new techniques, concepts, methods and tool

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Spychalska-Wojtkiewicz, Monika. "Dimension of marketing innovations and marketing of innovation in enterprises." Marketing i Zarządzanie 47 (2017): 51–58. http://dx.doi.org/10.18276/miz.2017.47-05.

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Wikhamn, Wajda, John Armbrecht, and Björn Remneland Wikhamn. "Innovation in Swedish hotels." International Journal of Contemporary Hospitality Management 30, no. 6 (2018): 2481–98. http://dx.doi.org/10.1108/ijchm-06-2017-0323.

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PurposeThe purpose of this paper is to assess innovation in the hotel sector in Sweden and to investigate how structural and organizational factors influence hotel’s likelihood of producing service/product, process, organizational and marketing innovations.Design/methodology/approachThis paper is based on responses from 174 hotels with membership in the Swedish hotel association. Responses were collected via a web-based survey.FindingsThis paper provides insights about the nature and extent of innovations in the hotel sector. Although traditionally considered rigid and non-innovative, around h

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Strutton, H. David, James R. Lumpkin, and Scott J. Vitell. "An Applied Investigation Of Rogers And Shoemakers Perceived Innovation Attribute Typology When Marketing To Elderly Consumers." Journal of Applied Business Research (JABR) 10, no. 1 (2011): 118. http://dx.doi.org/10.19030/jabr.v10i1.5973.

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<span>Rogers and Shoemakers typology of innovation, which has long represented the bench mark for research on the relationship of perceive innovation characteristics to the diffusion process, may not be appropriate for most marketing innovations according to the theoretical and empirical evidence developed in this research. The appropriateness of the innovation typology was investigated across innovations classified on a continuous-discontinuous continuum. The results suggest their model is appropriate for discontinuous innovations, but that respondents evaluated the continuous innovatio

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Polishchuk, Iryna, Юрій Довгань, Olha Hromova, Larysa Dovhan, and Inna Hnydiuk. "TOOLS FOR MARKETING MANAGEMENT OF THE INNOVATION AND INVESTMENT ACTIVITY." Financial and credit activity problems of theory and practice 2, no. 43 (2022): 228–37. http://dx.doi.org/10.55643/fcaptp.2.43.2022.3654.

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The paper examines the processes of managing innovation and investment activity of enterprises with the complex use of marketing management tools. It is clarified that modern competitive challenges force enterprises to strengthen innovation and investment activity, which is no longer considered as one of the possible goals, but as a critical and vital condition for the enterprise operation. Theoretical provisions and conceptual-and-categorical apparatus of the research of marketing management tools for the marketing management of innovation and investment activity of enterprises are generalize

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Peng, Jianping, Qun Qin, and Tanya (Ya) Tang. "The Influence of Marketing Innovations on Firm Performance under Different Market Environments: Evidence from China." Sustainability 13, no. 18 (2021): 10049. http://dx.doi.org/10.3390/su131810049.

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The adoption of marketing innovations can contribute to the sustainability of a firm. However, research on the types of marketing innovations and their effects is limited. The purpose of this study is to analyze the dimensions of marketing innovations, their effects on firm performance, and how market environmental factors moderate those effects. Based on an analysis of the literature, this study discovered two types of marketing innovations and established a model to explain the dynamics of marketing innovation and firm performance under different market environments. Empirical data were coll

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Kumar Kannojia, Manish. "Marketing Innovation in E-Commerce." International Journal of Science and Research (IJSR) 13, no. 9 (2024): 1026–30. http://dx.doi.org/10.21275/sr24916184515.

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Gamova, І. V. "Іnnovative marketing management in the e-trade ecosystem". Marketing and Digital Technologies 7, № 3 (2023): 131–43. http://dx.doi.org/10.15276/mdt.7.3.2023.9.

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The aim of the article. To develop a functional model of the internal marketing innovation ecosystem of an e-trade enterprise and to identify the significance of the impact of marketing management innovations on the marketing complex of an e-trade enterprise. The results of the analyses. A completely new approach to the stages of the innovation process is considered. Taking into account the constant interaction of marketing and the innovation process, the author proposed to reduce the number of stages from 8 to 5, namely: idea, product/service development, innovation, implementation and innova

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Miller, Dale, and Bill Merrilees. "Department store innovation: David Jones Ltd., Australia, 1876-1915." Journal of Historical Research in Marketing 8, no. 3 (2016): 396–415. http://dx.doi.org/10.1108/jhrm-01-2014-0001.

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Purpose The purpose of this paper is to investigate the historical contributions of complex innovations (both creative and tactical components) in a formative period in a major Australian department store, David Jones Ltd. Design/methodology/approach The study uses a context-specific lens to examine complex retail innovation. The study adopts a longitudinal design with the focus on a single firm, which met the inclusion criteria. Data collection was predominately from company archival materials and publicly available documents, including newspapers. Findings An in-depth analysis of two complex

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Musso, Fabio. "Technology in Marketing Channels." International Journal of Applied Behavioral Economics 1, no. 2 (2012): 41–51. http://dx.doi.org/10.4018/ijabe.2012040104.

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The paper analyses the contribution of technological innovations to improve the relations and interactions among all members of marketing channels and those with the end consumer. The analysis focuses on marketing channel as a whole, aiming at providing a conceptual framework for future investigations and insights that can be conducted to capture the extent and effects of the changes in technology. The technological perspective of innovation is analyzed by taking into account all types of channels, not just those at the retail distribution level. This perspective can be divided into an area of

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Putri, Viajeng Purnama, and Ratya Shafira Arifiani. "ORIENTASI PASAR DAN BUDAYA ORGANISASI DALAM MEMPENGARUHI INOVASI DAN KINERJA PEMASARAN." Magisma: Jurnal Ilmiah Ekonomi dan Bisnis 10, no. 1 (2022): 11–21. http://dx.doi.org/10.35829/magisma.v10i1.157.

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Appropriate market orientation and a strong organizational culture are required to improve marketing performance by allowing product innovations to be created in accordance with business needs, which have an impact on marketing performance. This research was conducted on Small and Medium Enterprises (SMEs) in Malang City, where SMEs have an important role in the economy in Indonesia. The focus of this research is to see if market orientation has an impact on innovation, organizational culture has an impact on innovation, innovation has an impact on marketing performance, and the role of innova

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Taraniuk, Leonid, Karina Taraniuk, Renata Korsakiene, and Astrida Miceikienė. "Marketing Innovations of Countries in the Context of the Implementation of the Sustainable Development Goals." Management Systems in Production Engineering 33, no. 2 (2025): 279–88. https://doi.org/10.2478/mspe-2025-0027.

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Abstract The primary goal of the study is to evaluate the marketing of innovations by business entities in various countries in the context of the implementation of the Sustainable Development Goals (SDGs). This scientific research includes a bibliometric analysis of academic works on the marketing of innovations by companies within the sustainable business system. An analysis of the competitiveness of the components of innovation marketing in countries with developed and developing economic systems was conducted to identify leading, lagging, and intermediate zones where the studied countries

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Suryanto, Dardi. "Digital Marketing, Msme Product Marketing Innovation." International Journal of Educational Research & Social Sciences 2, no. 6 (2021): 1308–15. http://dx.doi.org/10.51601/ijersc.v2i6.233.

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The use of digital media for business is not only an additional marketing activity, but also an integrated communication mechanism that amplifies the impact of every function in an organization by leveraging the power of human networks through a platform. Digital-based marketing is used to get consumers, build their preferences, promote brands, retain consumers, and increase the number of products sold and ultimately increase profits. Digital Marketing allows buyers to get all information about products and can make buying and selling transactions via the internet. Like sellers, they too can m

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Yadav, Ajay Kumar. "Innovation in Marketing Management." International Journal For Academic Research and Development 2, no. 1 (2020): 1–9. https://doi.org/10.5281/zenodo.6622494.

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This research aims at exploring the relationship between a firm's strategic orientation, marketing management in terms of marketing mix tactics, and innovation performance. We examine three types of strategic orientations: customer, technology, and combined customer/technology orientation. We analyze their direct effect on innovation performance as well as the moderating effect of marketing management in terms of the marketing mix on this relationship. We test our hypotheses on a sample of 1603 French manufacturing firms and show that organizations with a combined customer/technology orien

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Anjaningrum, Widiya Dewi, Agus Purnomo Sidi, Ahmad Nizar Yogatama, Adya Hermawati, and Rahayu Puji Suci. "MODEL INKUBASI BISNIS KOLABORASI DAN DAMPAKNYA TERHADAP INOVASI INDUSTRI KREATIF DI JAWA TIMUR INDONESIA." Jurnal Ilmiah Bisnis dan Ekonomi Asia 17, no. 1 (2023): 90–98. http://dx.doi.org/10.32815/jibeka.v17i1.1373.

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Creative industries must innovate in this digital era to face the rapidly changing business environment and fierce competition. This study explored the collaborative business incubation model by stakeholders in the creative economy sector and its impact on tenant innovation. The innovations emphasized in this study are product innovation and marketing innovation. A total of 190 creative entrepreneurs in East Java have been researched using a set of questionnaires and produced quantitative data, which is then analyzed statistically through PLS analysis. The study results show that business incu

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TAVASSOLI, SAM, and LARS BENGTSSON. "THE ROLE OF BUSINESS MODEL INNOVATION FOR PRODUCT INNOVATION PERFORMANCE." International Journal of Innovation Management 22, no. 07 (2018): 1850061. http://dx.doi.org/10.1142/s1363919618500615.

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We analyse the effect of business model innovation (BMI) on the product innovation performance of firms, based on a dynamic capabilities theoretical framework. Our empirical study is based on a large-scale representative sample of cross-industry Swedish firms participating in three waves of the Community Innovation Survey (CIS) from 2008 to 2012. We hypothesise that BMI in the form of product innovations combined with different complementary and simultaneous innovations in processes, marketing and organisation will act as isolating mechanisms towards replication by competitors, resulting in su

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Alnasser, Asem Nasser, and Abdullah Ali Alsadoun. "Digital content marketing influence on buying decision via mediation of technology innovation." International Journal of Innovative Research and Scientific Studies 8, no. 1 (2025): 2525–32. https://doi.org/10.53894/ijirss.v8i1.5028.

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This study examines the relationships between digital content marketing, technology innovation, and consumer buying decisions in the context of online shopping in Saudi Arabia. The study aims to determine how digital content marketing influences technology innovation and buying decisions, as well as the mediating role of technology innovation. A cross-sectional research design was employed, collecting data from 341 individuals with online shopping experience through convenience sampling. Structural equation modeling (SEM) was used to analyze the direct and indirect effects among the study cons

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Ojeleye, Yinka Calvin, Hauwa Abdullahi Mustapha, and Saheed Adesunkanmi Oyede. "MARKETING INNOVATIONS AND PERFORMANCE OF INSURANCE COMPANIES IN NIGERIA: MODERATING ROLE OF INSTITUTIONAL SUPPORT." Milestone: Journal of Strategic Management 4, no. 2 (2024): 83. http://dx.doi.org/10.19166/ms.v4i2.8455.

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<p>The adoption of marketing innovations can contribute to the sustainability of a firm. However, research on the types of marketing innovations and their effects is limited. The study examined the dimensions of marketing innovations, their effects on performance of insurance firms, and how institutional support moderates those effects. The population of the study 504 management staff from 56 insurance companies, a sample size of 223 was determined using the Taro Yamane formula for finite population. Empirical data were collected and used to validate the model. Significant positive relat

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Inayah Fikamalina, Aghisyna Dwi, Dhea Fitri Puspitayani, Devira Elsa Mei Shella, Rusdi Hidayat Nugroho, and Maharani Ikaningtyas. "Strategi Pemasaran dan Inovasi Produk dalam Keberlanjutan Bisnis: Studi Kasus UMKM di Masa Pandemi." ManBiz: Journal of Management and Business 3, no. 1 (2024): 249–64. http://dx.doi.org/10.47467/manbiz.v3i1.6470.

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Marketing and innovation strategies are the key to success inining a business, success determined by victory in the face of competition using established strategies to innovate with their business. Innovation in UMKM can be seen through three dimensions: process innovation, product innovation, and management system innovation. In this case product innovation becomes the most important part to improve UMKM performance. In its implementation, paying attention to the ideal time and how to innovate is an important thing when the entrepreneur will implement the necessary marketing strategy. Marketi

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S, Suliyanto. "Mimicry Marketing Strategy on Marketing Performance of Small and Medium Enterprise." TRIKONOMIKA 14, no. 2 (2015): 96. http://dx.doi.org/10.23969/trikonomika.v14i2.400.

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The background of this research is the failure of the marketing orientation concept and the unprepared consumers to accept the societal marketing concept. There needs orientation phase that are between the marketing orientation phase and societal marketing phase. The orientation phase is Adaptive Marketing Orientation (AMO).One of the applications of adaptive marketing orientation is Mimicry Marketing Strategy (MMS). The purpose of this study is to analyze the effect of MMS to competitors, MMS to consumers, MMS to suppliers, MMS to intermediarieson the quality of relationship with partners and

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VERMA, ADITYA, and VANDANA TYAGI. "Eco-Design and Sustainable Product Development: Greening Innovation." Universal Research Reports 10, no. 3 (2023): 57–63. http://dx.doi.org/10.36676/urr.2023-v10i3-008.

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Businesses use green marketing, sustainable marketing, or eco-marketing to promote environmentally friendly, socially responsible, and ecologically sustainable goods and services. This marketing strategy targets environmentally concerned customers who want items with minimum environmental and social effect. We examine green marketing's core elements and ramifications. First, we examine why organisations use green marketing methods, such as brand reputation, recruiting environmentally concerned customers, compliance with legislation, and global sustainability. Second, we examine the difficultie

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Zainul Wasik, Muchammad Saifuddin, Imelda Sitinjak, and C. Candraningrat Candraningrat. "Business Model Objectives' Effects On Marketing Innovation Initiatives: A Comparative Analysis Of Manufacturing And Service Companies." Journal of Managerial Sciences and Studies 2, no. 3 (2024): 217–39. http://dx.doi.org/10.61160/jomss.v2i3.53.

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This research aims to examine the distinctions and overlaps that exist between manufacturing and service companies concerning how business model goals affect marketing innovation initiatives. The goals of business models and marketing innovation initiatives are the main topics of this study. According to the Oslo Manual, innovations in marketing entail adjustments to pricing, location, promotion, and product design. The study examines the connections between marketing innovations and business model objectives by analyzing data from 3,240 organizations, of which 1,986 are service providers and

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Ali, Md Moaz, and Pranav Mishra. "Marketing Innovation in E-Commerce: A Study of Its Effects on Customer Retention and Conversion Rates." Journal of Neonatal Surgery 14, no. 7S (2025): 208–24. https://doi.org/10.52783/jns.v14.2388.

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This research delves into the dynamic interplay between marketing innovation and its impact on customer retention and conversion rates within the e-commerce landscape, focusing on the moderating influence of customer satisfaction. The central objective is to offer tangible insights into how marketing innovation strategies shape these pivotal metrics. Employing rigorous quantitative methods, the study meticulously collected data on contemporary marketing innovations in e-commerce. The analytical framework rested on Structural Equation Modelling (SEM) coupled with AMOS. A dataset comprising 275

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Akbıyık, Ferdi. "The Impact of Guerrilla Marketing on Perception of Marketing Innovation and Brand Trust." Alanya Akademik Bakış 9, no. 1 (2025): 159–74. https://doi.org/10.29023/alanyaakademik.1522783.

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Does guerrilla marketing influence perceptions of marketing innovation and brand trust? Alongside this question, the issue of whether perceptions of marketing innovation impact brand trust arose during the development of the research model and literature review. Thus, besides the main objective of the study, a secondary aim is to investigate the effect of marketing innovation perception on brand trust. To achieve these objectives, data were collected from a target audience using an online survey method within the framework of a quantitative research design. The collected data were first subjec

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Farida, Naili. "Determinants of Marketing Performance: Innovation, Market Capabilities and Marketing Performance." Jurnal Dinamika Manajemen 7, no. 1 (2016): 59. http://dx.doi.org/10.15294/jdm.v7i1.5759.

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<p>This research aim to analyze causality influence between innovations, market capability, social modal, entrepreneurs oriented into marketing performance. Organizational innovations is a basic focus on Total Quality Management. Innovation has a role to technological development and competitive economy environment. The sample technique used is Purpusive sampling amount 58 respondent owner of Batik Small Medium Enterprise known as UKM. Small businesses have small medium or medium can grow and develop so that it is able to increase its product and sustainability efforts on the creative in

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Smilyanets, Vitalii. "FUNCTIONAL MODEL OF THE MANAGEMENT SYSTEM FOR THE DEVELOPMENT OF INNOVATIVE POTENTIAL OF AIRLINE COMPANIES ON THE BASIS OF MARKETING CONCEPT." Green, Blue and Digital Economy Journal 4, no. 4 (2023): 19–27. http://dx.doi.org/10.30525/2661-5169/2023-4-3.

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The article is devoted to the improvement of management of the development of the innovation potential of airlines, which ensures their competitiveness in the global market. The solution to the problems caused by the need to update systems and processes in response to rapid changes in market conditions and the emergence of new technologies is seen as possible through marketing concepts and their tools, which are an integral part of the model of managing the development of innovation potential. The aim of the study is to improve the scientific approach to the formation of a model for the develo

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Vokoun, Marek, and Romana Píchová. "Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector." International Journal of Financial Studies 8, no. 1 (2020): 10. http://dx.doi.org/10.3390/ijfs8010010.

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Market competition drives organizations to higher efficiency. This paper analyses the relationship between the prevailing organization’s market orientation and marketing innovation activities. The sample of organizations consists of business enterprises from the manufacturing sector in the Czech economy. Data come from the Community Innovation Survey in 2014 and are analyzed using the innovation process econometric modeling. This innovation survey covers the period of a 3 year J-curve of real GDP growth. Czechia is one of the most open economies in the world and has one of the largest shares o

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Dahana, Raiza Nora, Nur Khusniyah Indrawati, and Mugiono Mugiono. "COMPETITIVE ADVANTAGE TO MEDIATE THE INFLUENCE OF PRODUCT INNOVATION AND ENTREPRENEURIAL ORIENTATION ON MARKETING PERFORMANCE IN SMALL AND MEDIUM INDUSTRY." Jurnal Aplikasi Manajemen 19, no. 2 (2021): 413–23. http://dx.doi.org/10.21776/ub.jam.2021.019.02.17.

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This study aims to analyze the effect of product innovation, entrepreneurial orientation, and competitive advantage on marketing performance; test the effect of product innovation and entrepreneurial orientation towards marketing performance through competitive advantage as a mediation variable. The sample in this study was 69 owners of small and medium industries bakery in Ponorogo Residence who had made innovations on their products. The sampling technique in this study uses total sampling. Data analysis techniques used the approach Partial Least Squares (PLS). The results found that product

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Taranenko, Iryna V., Tetiana S. Mishustina, and Svitlana S. Yaremenko. "STRATEGIC INNOVATIVE ORIENTATIONS OF MARKETING COMMUNICATION ACTIVITY OF ENTERPRISES OF EU AND UKRAINE COUNTRIES." Vital cycle of the organizational culture of the trading enterprises 1, no. 14 (2021): 92–106. http://dx.doi.org/10.32342/2616-3853-2021-1-14-9.

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Modern international approaches to the interpretation of the “marketing innovations” concept, which is periodically reviewed by the international expert community in accordance with changes in the business environment in modern conditions, are studied. A comparison of the approaches, set out in the 3rd and 4th Oslo Manual editions (a joint publication of the OECD and Eurostat) made it possible to identify and analyze some differences. On the one hand, the Oslo Manual 3rd edition distinguishes four types of innovation: product, process, marketing and organizational. On the other hand, the Oslo

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Monteiro, Patrícia, Aldina Correia, and Vítor Braga. "Factors for Marketing Innovation in Portuguese Firms CIS 2014." Mathematical and Computational Applications 24, no. 4 (2019): 99. http://dx.doi.org/10.3390/mca24040099.

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Globalization, radical and frequent changes as well as the increasing importance of applying knowledge through the efficient implementation of innovation is critical under the current circumstances. Innovation has been the source of businesses competitive advantage, but it is not restricted to technological innovations, and thus marketing innovation also plays a central role. This is a significant topic in the marketing field and not yet deeply analysed in academic research. The main objective of this study is to understand what factors influence marketing innovation and to establish a busines

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Lanskaya, Darya, Vladimir Ermolenko, Irina Mironova, Marina Todika, and Anastasia Yakovlenko. "Marketing mechanisms in the activity of the regional innovation ecosystem." E3S Web of Conferences 295 (2021): 01002. http://dx.doi.org/10.1051/e3sconf/202129501002.

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The paper examines marketing problems in the activity of the innovative ecosystem of the region, the main directions of world trends in the field of innovation. The study is aimed at adapting traditional marketing methods to the specifics of the innovation market in the context of conflicting global competition in order to achieve a stable position of innovative subjects in the market of innovations. The factors that determine the life cycle of innovative ecosystems and the reasons for the very modest results of their activities are identified. The evolution of the content of the marketing mix

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Onaltayev, Darkhan, Aigerim Kazhmuratova, Sandygul Akhmetkaliyeva, Rilla Malikova, and Aliya Yelyubayeva. "Application of technological innovations in marketing activities of the enterprise." E3S Web of Conferences 135 (2019): 04046. http://dx.doi.org/10.1051/e3sconf/201913504046.

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This article presents the results of the study of problems related to the management of business activity of high-tech companies, the key components of which are include innovation and marketing activities. These components of entrepreneurial activity are interrelated, because as innovation activity increases, so does the need for increased marketing activity to ensure that the market is ready to consume new products. In turn, it creates conditions for a wide release of innovations and rapid return on investment. It is proposed to evaluate and regulate innovation and marketing activities are c

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Jung, Sang-Uk, and Valeriia Shegai. "The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size." Sustainability 15, no. 7 (2023): 5711. http://dx.doi.org/10.3390/su15075711.

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Digital marketing innovation plays an important role in a company’s performance. Since this concept is quite new, there are not many empirical studies on the impact of marketing innovations. The purpose of this study is to examine the impact of digital marketing innovation on firm performance, consider the mediation effect of marketing capability on the impact of digital marketing capability on firm performance and explore the potential moderating effect of firm size on the mediation effect. Using KOSPI and KOSDAQ data and a linear moderated mediation estimation, we found that digital marketin

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Merdika Mansur, Daduk. "Innovating Value: How Strategic Marketing Innovation Drives Competitive Advantage in the Digital Era." Golden Ratio of Community Services and Dedication 5, no. 2 (2025): 64–73. https://doi.org/10.52970/grcsd.v5i2.1547.

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This study investigates the role of strategic marketing innovation in enhancing competitive advantage within the context of the digital economy, particularly among small and medium enterprises (SMEs) and digitally active firms in Indonesia. The primary objective is to examine how the adoption and implementation of innovative marketing strategies influence key performance indicators such as customer loyalty, market reach, and brand differentiation. Using a descriptive quantitative research design, data were collected from 150 businesses across various sectors through structured online questionn

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Henriksen, Shila, and Philip Skou. "Marketing Innovation — Scientific marketing: Creating the agenda." Journal of Medical Marketing 5, no. 1 (2005): 27–31. http://dx.doi.org/10.1057/palgrave.jmm.5040198.

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Molina-Castillo, Francisco-Jose, Angel-Luis Meroño-Cerdan, and Carolina López-Nicolás. "Impact of business model objectives on marketing innovation activities." European Journal of Innovation Management 23, no. 1 (2019): 177–95. http://dx.doi.org/10.1108/ejim-12-2018-0259.

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Purpose The purpose of this paper is to analyze the differences and similarities that arise between manufacturing and service firms with regard to the impact of business model objectives on marketing innovation activities. Design/methodology/approach This study focuses on business model objectives and marketing innovations activities. As described by Oslo Manual, marketing innovations involve changes in product design, promotion, placement and pricing. Relationships between business model objectives and marketing innovations are based on the analysis of 9,525 firms, 5,488 of which are manufact

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Joshi, Dr G. R. "Innovation in Rural Marketing." International Journal for Research in Applied Science and Engineering Technology 10, no. 10 (2022): 186–91. http://dx.doi.org/10.22214/ijraset.2022.46966.

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Abstract: The aim of this research is to study the current scenario of Rural Marketing in India, the rural market presents with its various opportunities and challenges, given how diversely populated the rural consumers in India are. The rural market consists of 83.3 crore people and this is what attracts marketers to enter in this market. To market in the territory of rural marketing cqorporations must understand the rural consumer. There is a shift incoming from urban to the rural marketing as the development and levels of literacy and awareness among the rural consumers is rising and these

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de Araújo, M. D., M. Neves, J. Neves, et al. "Design and Marketing Innovation." Journal of the Textile Institute 89, no. 3 (1998): 16–34. http://dx.doi.org/10.1080/00405009808658680.

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Kuusik, Andres, Margus Tiru, Rein Ahas, and Urmas Varblane. "Innovation in destination marketing." Baltic Journal of Management 6, no. 3 (2011): 378–99. http://dx.doi.org/10.1108/17465261111168000.

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Aoki, Kei. "Collective Innovation with Users:." Japan Marketing Journal 39, no. 2 (2019): 22–35. http://dx.doi.org/10.7222/marketing.2019.035.

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Kamboj, Shampy, and Zillur Rahman. "Market orientation, marketing capabilities and sustainable innovation." Management Research Review 40, no. 6 (2017): 698–724. http://dx.doi.org/10.1108/mrr-09-2014-0225.

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PurposeThis study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators. Design/methodology/approachThe data for this study were collected by administering a survey, and well-defined scales were used for quantifying the data. Theories propounded by various authors were used to form the theoretical framework of the study while keeping those theories relevant to the Indian context. The study uses structural equat

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Pavlovska, Iryna, Viktoriia Khurdei, Dmytro Mishchenko, Tetiana Dronova, and Inna Pleskun. "THE POTENTIAL OF MARKETING IN THE MANAGEMENT OF INNOVATIVE PROCESSES." Economies' Horizons, no. 4(26) (December 1, 2023): 27–37. http://dx.doi.org/10.31499/2616-5236.4(26).2023.291787.

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The article is devoted to the study of the role of marketing potential in the management of innovation processes. The component levels of marketing potential are presented - resource, aspect, divisional, methodical, specifying. It has been established that marketing potentials at all levels are assessed by experts on a five-point scale. The paper presents the advantages and disadvantages of the scoring method of evaluating the potential of marketing. Also presented are the components of the extended valuation of the marketing potential, which include the assets of marketing activities and good

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Busaba, Auaroon, Jattabudh Thongchai, and Boonchouy Nicknipar. "Marketing Abilities and Innovative Abilities that Affect the Performance of Entrepreneurs in Samut Prakan Province." Marketing Abilities and Innovative Abilities that Affect the Performance of Entrepreneurs in Samut Prakan Province 8, no. 12 (2023): 7. https://doi.org/10.5281/zenodo.10430573.

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This research aims to study the marketing ability of entrepreneurs in Samut Prakan Province. which consists of Product development, price, distribution channels and marketing communications and innovation capabilities that include process innovation and management innovations that affect the performance of entrepreneurs in Samut Prakan Province are qualitative research. The sample group used in this study There are 30 entrepreneurs in Samut Prakan province using content analysis techniques, a technique for analyzing data from reality. The results of the study found that marketing ability and i

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Muala, Ayed. "Managing technological innovation: organizational and administrative strategies for digital marketing." Acta Tecnología 11, no. 2 (2025): 101–11. https://doi.org/10.22306/atec.v11i2.286.

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This article is written on the technological innovation governance as part of the organizational and managerial strategies for digital marketing. The objective of the research is to identify the most important issues in the process of implementing innovations in the company and to propose efficient methods for controlling technological operations and changes. The article addresses the following challenges: the difficulty of implanting new technologies in the old structure of the organization, resistance to changes at the personnel level, the priority of ensuring the integration of innovations

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