IDEAS home Printed from https://ideas.repec.org/a/ksa/szemle/2278.html
   My bibliography  Save this article

A marketinginnováció erőforrás-alapú megközelítése a kkv-k körében
[A resource-based approach to marketing innovation among micro, small and medium-sized enterprises]

Author

Listed:
  • Sipos, Norbert

  • Lukovszki, Lívia

  • Rideg, András

  • Al Najjar, Ayman Sadik

Abstract

A tanulmány célja, hogy az erőforrás-alapú megközelítés (RBV) keretében azonosítsa, mely vállalati erőforrások és képességek növelik a mar ke ting inno vá ció bekövetkezésének valószínűségét. A kutatás a mar ke ting inno vá ciót a versenyképességet meghatározó tényezők körében vizsgálja, és feltárja annak összefüggéseit a versenyképesség más vállalati belső determinánsaival a magyar mikro-, kis- és középvállalatok (kkv-k) körében. A mar ke ting inno vá ciót vizsgált kimenetként értelmezzük, és RBV-alapú előzményeit azonosítjuk. Eredményeink alapján a mar ke ting inno vá ció valószínűségét pozitívan befolyásolják olyan tényezők, mint az alkalmazott technológia kora és a technológiai innováció, a marketing- és kommunikációs eszközök használata, a célpiac öt éven belül várható növekedése, valamint az online marketingmegoldások használata. A kutatás egyedisége abban rejlik, hogy az RBV komplex keretrendszerének alkalmazásával a korábbi vizsgálatoknál tágabb perspektívát kínál, ezért átfogóbb képet nyújt a mar ke ting inno vá ciót befolyásoló tényezőkről a magyar kkv-k kontextusában.

Suggested Citation

  • Sipos, Norbert & Lukovszki, Lívia & Rideg, András & Al Najjar, Ayman Sadik, 2025. "A marketinginnováció erőforrás-alapú megközelítése a kkv-k körében [A resource-based approach to marketing innovation among micro, small and medium-sized enterprises]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(9), pages 1001-1031.
    • Handle: RePEc:ksa:szemle:2278
    DOI: 10.18414/KSZ.2025.0.1001
    as

    Download full text from publisher

    File URL: http://www.kszemle.hu/tartalom/letoltes.php?id=2278
    Download Restriction: Registration and subscription. 3-month embargo period to non-subscribers.
    File URL: https://libkey.io/10.18414/KSZ.2025.0.1001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Wang, Yonggui & Hong, Aoran & Li, Xia & Gao, Jia, 2020. "Marketing innovations during a global crisis: A study of China firms’ response to COVID-19," Journal of Business Research, Elsevier, vol. 116(C), pages 214-220.
    2. Schulz, Fabian & Schlereth, Christian & Mazar, Nina & Skiera, Bernd, 2015. "Advance payment systems: Paying too much today and being satisfied tomorrow," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 238-250.
    3. Acs, Zoltan J. & Audretsch, David B., 1987. "Innovation in large and small firms," Economics Letters, Elsevier, vol. 23(1), pages 109-112.
    4. Kahn, Kenneth B., 2018. "Understanding innovation," Business Horizons, Elsevier, vol. 61(3), pages 453-460.
    5. Gault, Fred, 2018. "Defining and measuring innovation in all sectors of the economy," Research Policy, Elsevier, vol. 47(3), pages 617-622.
    6. Carson, David & Gilmore, Audrey, 2000. "SME marketing management competencies," International Business Review, Elsevier, vol. 9(3), pages 363-382, June.
    7. Helen Salavou, 2004. "The concept of innovativeness: should we need to focus?," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 7(1), pages 33-44, March.
    8. Danny Miller, 1986. "Configurations of strategy and structure: Towards a synthesis," Strategic Management Journal, Wiley Blackwell, vol. 7(3), pages 233-249, May.
    9. Thomas J. Douglas & Joel A. Ryman, 2003. "Understanding competitive advantage in the general hospital industry: evaluating strategic competencies," Strategic Management Journal, Wiley Blackwell, vol. 24(4), pages 333-347, April.
    10. Hariharan, Vijay Ganesh & Talukdar, Debabrata & Kwon, Changhyun, 2015. "Optimal targeting of advertisement for new products with multiple consumer segments," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 263-271.
    11. ., 2008. "The Role of the Internet in Explaining Innovation Performance," Chapters, in: Industrial Innovation and Firm Performance, chapter 11, pages 190-205, Edward Elgar Publishing.
    12. Luo, Yadong & Child, John, 2015. "A Composition-Based View of Firm Growth," Management and Organization Review, Cambridge University Press, vol. 11(3), pages 379-411, September.
    13. Zeng, Jing & Anh Phan, Chi & Matsui, Yoshiki, 2015. "The impact of hard and soft quality management on quality and innovation performance: An empirical study," International Journal of Production Economics, Elsevier, vol. 162(C), pages 216-226.
    14. Birger Wernerfelt, 1984. "A resource‐based view of the firm," Strategic Management Journal, Wiley Blackwell, vol. 5(2), pages 171-180, April.
    15. Marcati, Alberto & Guido, Gianluigi & Peluso, Alessandro M., 2008. "The role of SME entrepreneurs' innovativeness and personality in the adoption of innovations," Research Policy, Elsevier, vol. 37(9), pages 1579-1590, October.
    16. Liqin Ren & Guangya Xie & Koos Krabbendam, 2009. "Sustainable competitive advantage and marketing innovation within firms: A pragmatic approach for Chinese firms," Management Research Review, Emerald Group Publishing, vol. 33(1), pages 79-89, December.
    17. Sok, Phyra & O’Cass, Aron & Sok, Keo Mony, 2013. "Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities," Australasian marketing journal, Elsevier, vol. 21(3), pages 161-167.
    18. Lee, Ryeowon & Lee, Jong-Ho & Garrett, Tony C., 2019. "Synergy effects of innovation on firm performance," Journal of Business Research, Elsevier, vol. 99(C), pages 507-515.
    19. Allan Pérez-Orozco & Juan Carlos Leiva & Ronald Mora-Esquivel, 2024. "The mediating role of marketing management in the relationship between online presence and product innovation among SMEs," Journal of Economics, Finance and Administrative Science, Emerald Group Publishing Limited, vol. 29(58), pages 246-262, April.
    20. Bodlaj, Mateja & Kadic-Maglajlic, Selma & Vida, Irena, 2020. "Disentangling the impact of different innovation types, financial constraints and geographic diversification on SMEs' export growth," Journal of Business Research, Elsevier, vol. 108(C), pages 466-475.
    21. Gupta, Suraksha & Malhotra, Naresh K. & Czinkota, Michael & Foroudi, Pantea, 2016. "Marketing innovation: A consequence of competitiveness," Journal of Business Research, Elsevier, vol. 69(12), pages 5671-5681.
    22. Jian Du & Shan Zhu & Wen Helena Li, 2023. "Innovation through internationalization: A systematic review and research agenda," Asia Pacific Journal of Management, Springer, vol. 40(3), pages 1217-1251, September.
    23. Chetty, Sylvie & Blankenburg Holm, Desiree, 2000. "Internationalisation of small to medium-sized manufacturing firms: a network approach," International Business Review, Elsevier, vol. 9(1), pages 77-93, February.
    24. Victor J. Garcia-Morales & Francisco Javier LLorens-Montes & Antonio J. Verdu-Jover, 2006. "Organisational learning categories: their influence on organisational performance," International Journal of Innovation and Learning, Inderscience Enterprises Ltd, vol. 3(5), pages 518-536.
    25. Tang, Tanya (Ya) & Zhang, Shaoling (Katee) & Peng, Jianping, 2021. "The value of marketing innovation: Market-driven versus market-driving," Journal of Business Research, Elsevier, vol. 126(C), pages 88-98.
    26. Bruno Cassiman & Elena Golovko, 2011. "Innovation and internationalization through exports," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(1), pages 56-75, January.
    Full references (including those not matched with items on IDEAS)

    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. Norbert Sipos & András Rideg & Ayman Sadik Al Najjar & Lívia Lukovszki, 2025. "Resource-based view of marketing innovation in SMEs: a multi-country empirical analysis based on the global competitiveness project," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-24, December.
    2. Sipos, Norbert & Lukovszki, Lívia & Rideg, András & Varga, Anna Róza, 2023. "A magyar családi mikro-, kis- és középvállalatok erőforrás- és képességkonfigurációi [Resource and capability configurations of Hungarian family-owned micro, small and medium-sized enterprises]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(12), pages 1389-1413.
    3. Musa Abdu & Babangida Muhammad Musa & Adamu Jibir, 2022. "Firm-level study of the drivers of internationalization of small- and medium-scale enterprises in Sub-Saharan Africa," SN Business & Economics, Springer, vol. 2(6), pages 1-25, June.
    4. Edeh, Jude Ndubuisi & Obodoechi, Divine Ndubuisi & Ramos-Hidalgo, Encarnación, 2020. "Effects of innovation strategies on export performance: New empirical evidence from developing market firms," Technological Forecasting and Social Change, Elsevier, vol. 158(C).
    5. Márkus, Gábor & Rideg, András, 2021. "A magyar mikro-, kis- és középvállalatok versenyképessége és pénzügyi teljesítménye [Modelling and empirical analysis of relations between the competence-based competitiveness and financial perform," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(6), pages 617-644.
    6. Arneja, Nitika & Sharma, Chandan, 2024. "Dissecting performance gains from export-induced marketing and technological investments: Revisiting learning by exporting in Indian manufacturing," The Quarterly Review of Economics and Finance, Elsevier, vol. 97(C).
    7. Hornyák, Miklós & Kruzslicz, Ferenc & Lányi, Beatrix, 2023. "A kis- és középvállalatok digitális transzformációja - az online jelenlét és a versenyképesség összefüggései [The relationships between the online presence of SMEs and competitiveness]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(5), pages 517-543.
    8. José Pla-Barber & Cristina Villar & German Benito-Sarriá, 2020. "Configurational Theory in Traditional Manufacturing Industries: A New Model of High-Performing Small and Medium-Sized Enterprises," Sustainability, MDPI, vol. 12(17), pages 1-16, August.
    9. Maher A. Al-Shmam & Hosam Alden Riyadh & Salsabila Aisyah Alfaiza, 2021. "The Business and Accounting Technology Innovation for Better Firm Performance: A Case of Malaysian Firms," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 10, November.
    10. Dwivedi, Abhishek & Pawsey, Nicholas, 2023. "Examining the drivers of marketing innovation in SMEs," Journal of Business Research, Elsevier, vol. 155(PB).
    11. Bianchi, Constanza & Abu Saleh, Md., 2020. "Investigating SME importer–foreign supplier relationship trust and commitment," Journal of Business Research, Elsevier, vol. 119(C), pages 572-584.
    12. Qiu, Lili & Olaru, Doina & Purchase, Sharon, 2024. "Fostering strategic synergy: Empirical insights on aligning innovation activities with competitive strategies," Technological Forecasting and Social Change, Elsevier, vol. 208(C).
    13. Su, Chi-Wei & Yuan, Xi & Umar, Muhammad & Lobonţ, Oana-Ramona, 2022. "Does technological innovation bring destruction or creation to the labor market?," Technology in Society, Elsevier, vol. 68(C).
    14. Goumagias, Nikolaos & Fernandes, Kiran Jude & Nucciarelli, Alberto & Li, Feng, 2022. "How to overcome path dependency through resource reconfiguration," Journal of Business Research, Elsevier, vol. 145(C), pages 78-91.
    15. Yongrong Xin & Ume Laila & Shuo Zhang, 2024. "Modeling the influence of green innovation on environmental sustainability of small and medium-sized enterprises: A way towards sustainable development," Energy & Environment, , vol. 35(2), pages 779-794, March.
    16. Annuridya Rosyidta Pratiwi Octasylva & Lilik Noor Yuliati & Hartoyo Hartoyo & Agus W. Soehadi, 2022. "Innovativeness as the Key to MSMEs’ Performances," Sustainability, MDPI, vol. 14(11), pages 1-14, May.
    17. Vasileiou, Efi & Georgantzis, Nikolaos & Attanasi, Giuseppe & Llerena, Patrick, 2022. "Green innovation and financial performance: A study on Italian firms," Research Policy, Elsevier, vol. 51(6).
    18. Maria Cipollina & Rosa Maria Fanelli, 2024. "Internationalization and Innovation Challenges in the Context of Sustainable Development: The Case of Italian Regions," Regional Economy, , vol. 8(Q1), pages 12-26.
    19. Adrian Lüthge & Ulrich Pidun & Dodo zu Knyphausen-Aufseß, 2021. "Approximating relatedness from a business model perspective: towards a taxonomic approach," Review of Managerial Science, Springer, vol. 15(3), pages 813-846, April.
    20. Idris, Bochra & Saridakis, George, 2018. "Local formal interpersonal networks and SMEs internationalisation: Empirical evidence from the UK," International Business Review, Elsevier, vol. 27(3), pages 610-624.

    More about this item

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

    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:ksa:szemle:2278. 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: Odon Sok The email address of this maintainer does not seem to be valid anymore. Please ask Odon Sok to update the entry or send us the correct address (email available below). General contact details of provider: http://www.kszemle.hu .

    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.