Drivers of Marketing Innovation in Portuguese Firms
Maria Jose Silva (),
Jorge Simões and
Gastão Sousa Additional contact information 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.