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Factors for Marketing Innovation in Portuguese Firms CIS 2014

School of Management and Technology, Polytechnic of Porto, Rua do Curral, Casa do Curral, Margaride, 4610-156 Felgueiras, Portugal
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Math. Comput. Appl. 2019, 24(4), 99; https://doi.org/10.3390/mca24040099
Received: 28 September 2019 / Revised: 26 October 2019 / Accepted: 4 November 2019 / Published: 22 November 2019
(This article belongs to the Special Issue Numerical and Symbolic Computation: Developments and Applications)
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 business profile of firms that innovate or do not in marketing. We used multivariate statistical techniques, such as, multiple linear regression (with the Marketing Innovation Index as dependent variable) and discriminant analysis where the dependent variable is a dummy variable indicating if the firm innovates or not in marketing. The results suggest that there are several factors explaining marketing innovation, although in this study, we find that the factors contributing the most for marketing innovation are: the Organizational Innovation Index, customer and/or user suggestions, and intellectual property rights and licensing (IPRL). Most of the literature has studied these factors separately. This research studied such factors together, and it is clear that both organizational innovation and IPRL play an important role that drives firms to innovate in marketing, which differs from some literature; customer suggestions help in the process of marketing innovation, as some authors argue that customers do not always know what they want until they have it. In parallel, this study proved to be useful in understanding that the different values for the Marketing Innovation Index display no influence on the results, since they were equivalent when a dummy variable (innovated/not innovated in marketing) was used as a dependent variable. In practice, we realize that the factors are useful to clarify what Portuguese firms innovate or not in marketing, with no different results when we the four marketing innovation levels (design, distribution, advertising and price) are considered. View Full-Text
Keywords: marketing innovation; CIS 2014; multiple linear regression; discriminant analysis marketing innovation; CIS 2014; multiple linear regression; discriminant analysis
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Monteiro, P.; Correia, A.; Braga, V. Factors for Marketing Innovation in Portuguese Firms CIS 2014. Math. Comput. Appl. 2019, 24, 99.

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