Retail marketing innovation in Spain

Natalia Medrano-Sáez and Mª Cristina Olarte-Pascual

International Journal of Innovation and Learning, 2013, vol. 14, issue 3/4, 453-472

Abstract: This paper presents a study carried out on innovation within the field of retail marketing. It arises from the limited scientific literature on the subject, given the significant current interest in marketing innovation as a possible solution to confront the new competitive scene in the current economic and social climate. The database utilised was provided by PITEC 2008 (June 2010). The main findings highlight that retail marketing innovation is in an initial phase; turnover, export activities and internal R%D appear to be the characteristics that make retailers more likely to develop marketing innovations.

Keywords: marketing innovation; retailer; design innovation; promotion innovation; place innovation; price innovation; Spain; retail marketing; turnover; export activities; internal R%D; research and development. (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=56238 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijilea:v:14:y:2013:i:3/4:p:453-472

Access Statistics for this article

More articles in International Journal of Innovation and Learning from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().