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Does technological innovation undertaken alone have a real pivotal role? Product and marketing innovation in manufacturing firms

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  • Eleonora Bartoloni
  • Maurizio Baussola

Abstract

This paper investigates the role of non-technological innovation on firms' innovation propensity and performance. We note that emphasis on technological innovation alone is misleading, as a firm's decision to undertake technological innovation brings about a more complex and general process which may involve new attitudes regarding organization and market orientation. We analyse the relationship between product and marketing innovation in manufacturing, focusing specifically on the food industry. We propose a bivariate probit model in which product and marketing innovation are estimated taking into account their reciprocal interactions. This enables us to provide more efficient and realistic estimates of a firm's probability of introducing either a new or improved product or a new marketing technique. In addition, the proposed model provides the determinants of such probabilities.

Suggested Citation

  • Eleonora Bartoloni & Maurizio Baussola, 2016. "Does technological innovation undertaken alone have a real pivotal role? Product and marketing innovation in manufacturing firms," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 25(2), pages 91-113, March.
    • Handle: RePEc:taf:ecinnt:v:25:y:2016:i:2:p:91-113
    DOI: 10.1080/10438599.2015.1057002
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    Cited by:

    1. Tavassoli, Sam & Karlsson, Charlie, 2021. "The role of location on complexity of firms’ innovation outcome," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    2. Jianping Peng & Qun Qin & Tanya (Ya) Tang, 2021. "The Influence of Marketing Innovations on Firm Performance under Different Market Environments: Evidence from China," Sustainability, MDPI, vol. 13(18), pages 1-15, September.
    3. Dragana Radicic & Jonathan Pinto, 2019. "Collaboration with External Organizations and Technological Innovations: Evidence from Spanish Manufacturing Firms," Sustainability, MDPI, vol. 11(9), pages 1-31, April.
    4. Eleonora Bartoloni & Maurizio Baussola, 2018. "Driving business performance: innovation complementarities and persistence patterns," Industry and Innovation, Taylor & Francis Journals, vol. 25(5), pages 505-525, May.
    5. Marek Vokoun & Romana Píchová, 2020. "Market Orientation and Marketing Innovation Activities in the Czech Manufacturing Sector," IJFS, MDPI, vol. 8(1), pages 1-9, February.

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