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Drivers of Marketing Innovation in Portuguese Firms

Author

Listed:
  • Jacinta Moreira

    (Polytechnic Institute of Leiria, Leiria, Portugal and GOVCOPP (Research Unit in Governance, Competitiveness and Public Policy), Aveiro, Portugal)

  • Maria Jose Silva

    (CIEO (Research Centre for Spatial and Organizational Dynamics) and University of Beira Interior (UBI), Covilhã, Portugal)

  • Jorge Simões

    (Polytechnic Institute of Tomar, Tomar, Portugal and GOVCOPP (Research Unit in Governance, Competitiveness and Public Policy), Aveiro, Portugal)

  • Gastão Sousa

    (Maia Institute of Higher Education Maia, Portugal and GOVCOPP (Research Unit in Governance, Competitiveness and Public Policy), Aveiro, Portugal)

Abstract

This article aims at identifying and analyzing the drivers of innovation capacity of marketing in the context of Portuguese firms. From this standpoint, a theoretical framework is considered, which comprises the characterization of marketing innovation, as well as the determinants that underlie it. Based on the literature several research hypotheses are formulated, which are tested using secondary data provided by the “Observatório da Ciência e do Ensino Superior - OCES” - Observatory of Science and Higher Education, belonging to the “4º Inquérito Comunitário à Inovação – CIS 4”- 4th Community Innovation Survey-CIS, supervised by EUROSTAT. The method used is the logistic regression model. The results show that the variables included in the factor R&D pertaining to internal R&D activities, acquisition of machinery, equipment and software, acquisition of other external knowledge and performance of other procedures, and the factor marketing activities, influence the propensity of firms to innovate in marketing.

Suggested Citation

  • Jacinta Moreira & Maria Jose Silva & Jorge Simões & Gastão Sousa, 2012. "Drivers of Marketing Innovation in Portuguese Firms," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 195-206, February.
    • Handle: RePEc:aes:amfeco:v:14:y:2012:i:31:p:195-206
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    References listed on IDEAS

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    1. Jaan Masso & Priit Vahter, 2008. "Technological innovation and productivity in late-transition Estonia: econometric evidence from innovation surveys," The European Journal of Development Research, Taylor and Francis Journals, vol. 20(2), pages 240-261.
    2. Valentine Millot, 2009. "Trademarks as an Indicator of Product and Marketing Innovations," OECD Science, Technology and Industry Working Papers 2009/6, OECD Publishing.
    3. Romijn, Henny & Albaladejo, Manuel, 2002. "Determinants of innovation capability in small electronics and software firms in southeast England," Research Policy, Elsevier, vol. 31(7), pages 1053-1067, September.
    4. Richard Harris & Qian Cher Li, 2009. "Exporting, R&D, and absorptive capacity in UK establishments," Oxford Economic Papers, Oxford University Press, vol. 61(1), pages 74-103, January.
    5. Rodica Milena Zaharia & Alin Stancu & Carmen Stoian & Mihaela Diaconu, 2010. "Commercial Activity’s Contribution to Sustainable Development by Social Responsability Actions: a Vision of SMEs," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(27), pages 155-167, February.
    6. Frenz, Marion & Ietto-Gillies, Grazia, 2009. "The impact on innovation performance of different sources of knowledge: Evidence from the UK Community Innovation Survey," Research Policy, Elsevier, vol. 38(7), pages 1125-1135, September.
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    Citations

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    Cited by:

    1. Lilian Santos & Aurora A.C. Teixeira, 2013. "Determinants of innovation performance of Portuguese companies: an econometric analysis by type of innovation and sector with a particular focus on Services," FEP Working Papers 494, Universidade do Porto, Faculdade de Economia do Porto.
    2. Natalia Medrano & Cristina Olarte-Pascual, 2016. "An empirical approach to marketing innovation in small and medium retailers: an application to the Spanish sector," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 10(3), September.
    3. Hendar Hendar & Ferdinand Augusti Tae & Nurhayati Tatiek, 2017. "Introducing the religio-centric positional advantage to Indonesian small businesses," Management & Marketing, Sciendo, vol. 12(1), pages 78-102, March.
    4. Ciliberti, Stefano & Carraresi, Laura & Bröring, Stefanie, 2017. "What Drives Marketing and Organizational Innovation in the Food Industry? A Comparison between Italy and Germany," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2017(1), June.
    5. Omorodion Omoregbe & Joseph Azage & David Ikhide Alufohai, 2022. "Innovation Strategies And Market Orientation In Selected Nigerian Banks," Oradea Journal of Business and Economics, University of Oradea, Faculty of Economics, vol. 7(1), pages 45-61, March.
    6. Ciliberti, Stefano & Carraresi, Laura & Bröring, Stefanie, 2017. "What Drives Marketing and Organizational Innovation in the Food Industry? A Comparison between Italy and Germany," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276906, International European Forum on System Dynamics and Innovation in Food Networks.
    7. João Leitão & Sónia de Brito & Serena Cubico, 2019. "Eco-Innovation Influencers: Unveiling the Role of Lean Management Principles Adoption," Sustainability, MDPI, vol. 11(8), pages 1-27, April.

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    More about this item

    Keywords

    innovation; marketing innovation; innovative capacity; Community Innovation Survey;
    All these keywords.

    JEL classification:

    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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