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Marketing Innovations in Croatia

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  • Ljiljana Božić

    (The Institute of Economics, Zagreb)

Abstract

The purpose of this paper is to analyze the introduction of marketing innovations by companies in Croatia. This study provides an insight into the innovativeness with regard to the introduction of marketing innovations. It explores the presence of marketing innovations in general and the introduction of four types of marketing innovation (significant changes to the aesthetic design or packaging, new media or techniques for product promotion, new methods for product placement or sales channels and new methods of pricing goods or services). The changes in all four elements of the marketing mix are described. The paper also explores the extent to which the introduction of marketing innovation is related to the companies that introduce other types of innovations.

Suggested Citation

  • Ljiljana Božić, 2011. "Marketing Innovations in Croatia," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 23(1), pages 63-72.
    • Handle: RePEc:zag:market:v:23:y:2011:i:1:p:63-72
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    File URL: http://hrcak.srce.hr/file/110471
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    References listed on IDEAS

    as
    1. Dirk Czarnitzki & Hanna Hottenrott, 2011. "R&D investment and financing constraints of small and medium-sized firms," Small Business Economics, Springer, vol. 36(1), pages 65-83, January.
    2. Schmidt, Tobias & Rammer, Christian, 2007. "Non-technological and Technological Innovation: Strange Bedfellows?," ZEW Discussion Papers 07-052, ZEW - Leibniz Centre for European Economic Research.
    3. Soumodip Sarkar, 2007. "Innovation, Market Archetypes and Outcome," Springer Books, Springer, number 978-3-7908-1946-5, December.
    4. Leenders, Mark A.A.M. & Wierenga, Berend, 2008. "The effect of the marketing–R&D interface on new product performance: The critical role of resources and scope," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 56-68.
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    Cited by:

    1. Vehbi Ramaj & Anita Cucovic & Gezim Jusufi, 2022. "Innovation as a Success Key for Manufacturing SMEs: Empirical Insights from Kosovo," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 113-127.

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