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Drivers of Marketing Innovation in Portuguese Firms


  • 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)


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

    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. 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.
    3. 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.
    4. Valentine Millot, 2009. "Trademarks as an Indicator of Product and Marketing Innovations," OECD Science, Technology and Industry Working Papers 2009/6, OECD Publishing.
    5. 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.
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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.

    More about this item


    innovation; marketing innovation; innovative capacity; Community Innovation Survey;

    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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