IDEAS home Printed from https://ideas.repec.org/a/ibn/jmsjnl/v8y2018i2p18-27.html
   My bibliography  Save this article

Innovation and Digital Marketing Adoption in Mexican Small Business

Author

Listed:
  • Adriana M. Noyola-Medina
  • Sandra Y. Pinz¨®n-Castro
  • Gonzalo Maldonado-Guzm¨¢n

Abstract

Today, companies are under enormous pressure to innovate (Steinhoff & Trommosdorff, 2013) due to rapid technological evolution, reduced product life cycles and globalized markets (Rovira & Tolstoy, 2016), coupled with the fact that the user is increasingly interactive with digital media, which emphasizes the fact that companies must have presence on the web to be able to cope with the current environment. The main objective of the present study is to investigate how innovation in products, processes, marketing and organization generates opportunities for efficient marketing of companies, transforming it into digital marketing. The present study was carried out in a sample of 256 companies in the state of Aguascalientes (Mexico) using the technique of structural equations modeling (SEM), where the results show positive and significant effects of the innovation on the adoption of digital marketing.

Suggested Citation

  • Adriana M. Noyola-Medina & Sandra Y. Pinz¨®n-Castro & Gonzalo Maldonado-Guzm¨¢n, 2018. "Innovation and Digital Marketing Adoption in Mexican Small Business," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 8(2), pages 18-27, June.
    • Handle: RePEc:ibn:jmsjnl:v:8:y:2018:i:2:p:18-27
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/jms/article/view/74156/41579
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/jms/article/view/74156
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ash Amin, 1999. "An Institutionalist Perspective on Regional Economic Development," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 23(2), pages 365-378, June.
    2. Nordman, Emilia Rovira & Tolstoy, Daniel, 2016. "The impact of opportunity connectedness on innovation in SMEs’ foreign-market relationships," Technovation, Elsevier, vol. 57, pages 47-57.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chiasson, Guy & Angelstam, Per & Axelsson, Robert & Doyon, Frederik, 2019. "Towards collaborative forest planning in Canadian and Swedish hinterlands: Different institutional trajectories?," Land Use Policy, Elsevier, vol. 83(C), pages 334-345.
    2. David Doloreux & David Rangdrol & Émilie Dionne, 2010. "Francophone Minority Economic Development in Canada: Addressing Political or Economic Issues?," Economic Development Quarterly, , vol. 24(2), pages 143-153, May.
    3. Piotr Nowaczyk, 2018. "The Concept Of Development Of West Pomerania'S Coastal Areas Based On The Polarizaton-Diffusion Model," Business Logistics in Modern Management, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 18, pages 419-435.
    4. Emil Evenhuis, 2017. "Institutional change in cities and regions: a path dependency approach," Cambridge Journal of Regions, Economy and Society, Cambridge Political Economy Society, vol. 10(3), pages 509-526.
    5. Manfred Walser & Roland Scherer, 2012. "How to Improve the Region’s Ability to Learn: A Micro-level Model on Regional Actor's Knowledge and (Informal) Learning Processes," Chapters, in: Knut Ingar Westeren (ed.), Foundations of the Knowledge Economy, chapter 9, Edward Elgar Publishing.
    6. Raquel Ortega-Argilés, 2022. "The evolution of regional entrepreneurship policies: “no one size fits all”," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 69(3), pages 585-610, December.
    7. Andrés Rodríguez‐Pose & Chiara Burlina, 2021. "Institutions and the uneven geography of the first wave of the COVID‐19 pandemic," Journal of Regional Science, Wiley Blackwell, vol. 61(4), pages 728-752, September.
    8. Asheim, Bjorn T. & Coenen, Lars, 2005. "Knowledge bases and regional innovation systems: Comparing Nordic clusters," Research Policy, Elsevier, vol. 34(8), pages 1173-1190, October.
    9. Sedlacek Sabine & Kurka Bernhard & Maier Gunther, 2009. "Regional identity: a key to overcome structural weaknesses in peripheral rural regions?," European Countryside, Sciendo, vol. 1(4), pages 180-201, January.
    10. Joanna Tyrowicz & Joanna Nestorowicz, 2010. "Cynicism Starts Young: Age and Entrepreneurship over Transition," Working Papers 2010-02, Faculty of Economic Sciences, University of Warsaw.
    11. Bauer, Thomas K. & Breidenbach, Philipp & Schmidt, Christoph M., 2015. "“Phantom of the Opera” or “Sex and the City”? Historical amenities as sources of exogenous variation," Labour Economics, Elsevier, vol. 37(C), pages 93-98.
    12. Álvarez, Inmaculada C. & Barbero, Javier & Rodríguez-Pose, Andrés & Zofío, José L., 2018. "Does Institutional Quality Matter for Trade? Institutional Conditions in a Sectoral Trade Framework," World Development, Elsevier, vol. 103(C), pages 72-87.
    13. Alina - Irina Popescu, 2011. "Review of Higher Education's Contribution to Regional Development in Romania," ERSA conference papers ersa11p1327, European Regional Science Association.
    14. Thomas Farole & Andres Rodriguez-Pose & Michael Storper, 2007. "Social capital, rules, and institutions: A cross-country investigation," SciencePo Working papers Main hal-03461998, HAL.
    15. Huasheng Zhu & Kelly Wanjing Chen & Juncheng Dai, 2016. "Beyond Apprenticeship: Knowledge Brokers and Sustainability of Apprentice-Based Clusters," Sustainability, MDPI, vol. 8(12), pages 1-17, December.
    16. Charlie Karlsson, 2012. "Entrepreneurship, social capital, governance and regional economic development: an introduction," Chapters, in: Charlie Karlsson & Börje Johansson & Roger R. Stough (ed.), Entrepreneurship, Social Capital and Governance, chapter 1, pages 1-26, Edward Elgar Publishing.
    17. Davide Luca, 2022. "National elections, sub-national growth: the politics of Turkey’s provincial economic dynamics under AKP rule [Shift-share designs: theory and inference]," Journal of Economic Geography, Oxford University Press, vol. 22(4), pages 829-851.
    18. Susan Christopherson & Jennifer Clark, 2010. "Limits to ‘The Learning Region’: What University-centered Economic Development Can (and Cannot) do to Create Knowledge-based Regional Economies," Local Economy, London South Bank University, vol. 25(2), pages 120-130, March.
    19. Child, John & Hsieh, Linda & Elbanna, Said & Karmowska, Joanna & Marinova, Svetla & Puthusserry, Pushyarag & Tsai, Terence & Narooz, Rose & Zhang, Yunlu, 2017. "SME international business models: The role of context and experience," Journal of World Business, Elsevier, vol. 52(5), pages 664-679.
    20. Peter Newman, 2000. "Changing Patterns of Regional Governance in the EU," Urban Studies, Urban Studies Journal Limited, vol. 37(5-6), pages 895-908, May.

    More about this item

    Keywords

    digital marketing adoption; innovation; small business;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    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:ibn:jmsjnl:v:8:y:2018:i:2:p:18-27. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    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.