Resource-based view of marketing innovation in SMEs: a multi-country empirical analysis based on the global competitiveness project

This study investigates the predictors of marketing innovation among SMEs using a resource-based view (RBV) framework, drawing on data from the Global Competitiveness Project (GCP). Our analysis, based on ordinal logistic regression, reveals that specific internal firm-level capabilities, such as product uniqueness, the use of marketing and communication tools, product innovation, and the sophistication of distribution channels, significantly increase the likelihood of marketing innovation. Furthermore, customer responsiveness also shows a statistically significant effect. In contrast, pricing strategies, general management capabilities, internationalisation activities, and generic business or social networks do not exhibit significant associations with marketing innovation. These findings highlight the role of dynamic capabilities, particularly responsiveness, digital engagement, and learning orientation, as critical enablers of marketing innovation in SMEs. The results also underscore the domain-specific nature of marketing innovation, which cannot be fully explained by broader entrepreneurial traits or internationalisation. The paper contributes to the innovation literature by offering a nuanced understanding of the RBV framework in the context of marketing innovation and proposes practical implications for policymakers and SME leaders.