Innovation strategy and network capability as marketing innovation enablers

Bruna Cescatto Costa and Simone Regina Didonet

International Journal of Business Innovation and Research, 2020, vol. 23, issue 3, 370-383

Abstract: The aim of this paper is to verify the influence of innovation strategy and network capability on marketing innovation. Data obtained from a survey with 131 small and medium firms from the cosmetic industry in Brazil were analysed using PLS-SEM technique. The results confirmed the influence of both antecedents, i.e., innovation strategy and network capability. Furthermore, the findings showed that small and medium enterprises are more innovative in marketing than micro firms are. Besides, network capability showed slightly stronger impact in marketing innovation than innovation strategy. This can be explained by considering characteristics of the sector, which exhibits high dependence on suppliers, distributors and clients. This study contributes by adding evidences, which link the managerial perspective of innovation to marketing innovation instead of considering the usual linkages between firm performance and product innovation. Thus, firms who want to foster marketing innovation find evidence of the factors that favours marketing innovation incidence.

Keywords: marketing innovation; innovation strategy; small firms; cosmetics; network capability. (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=110965 (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:ijbire:v:23:y:2020:i:3:p:370-383

Access Statistics for this article

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