Relationship between marketing innovation and other innovation types: an empirical analysis of Portuguese firms

Marcos Diogo de Almeida Freitas de Araújo

Key information

Authors:

Marcos Diogo de Almeida Freitas de Araújo (Marcos Diogo de Almeida Freitas de Araújo)

Supervisors:

Miguel Simões Torres Preto (Miguel Torres Preto)

Published in

January 28, 2021

Abstract

Marketing innovations are a source of competitive advantages for companies. However, to obtain these advantages, is important to understand the relationship they have with the different types of innovations, such as product innovation, process innovation and organizational innovation. This study addresses the concept of marketing innovation and tries to understand its relationship with other types of innovation. Through the literature review carried out, it was possible to identify that there is a potential complementary relationship between marketing innovation, and its subtypes, and product, process, and organizational innovations. Afterwards, were defined research hypotheses, that were verified through a logistic regression model, logit, and using data related to the innovation of Portuguese companies from the Community Innovation Survey 2016 (CIS 2016), for the period between 2014 and 2016. The results show that marketing innovation has a positive effect on all other types of innovations. Regarding the subtypes of marketing innovation, product design innovation, promotional innovation, placement innovation and pricing innovation, these have been found to have a positive effect on both technological innovations and organizational innovations.