In this paper marketing innovation such as branding, advertising investment, development of new distribution channels are analysed as strategic tools enabling firm’s growth. Radical product innovation is more difficult in traditional industries. Successful competitive strategies in mature sectors (IKEA is a typical case) are often based on innovative marketing strategies which expand potential demand. These conclusion may have implications in terms of industrial policies. The Swedish experience of promoting marketing innovation expecially among SMEs is an interesting case to consider.
Download Info
To our knowledge, this item is not available for
download. To find whether it is available, there are three
options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page
whether it is in fact available.
3. Perform a search for a similarly titled item that would be
available.
Publisher Info
Paper provided by Department of Computer and Management Sciences, University of Trento, Italy in its series ROCK Working Papers with number
044.