Marketing innovation capabilities: a bibliographic coupling analysis, a conceptual framework, and avenues for future research

Ludivine Ravat ()
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Ludivine Ravat: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This study examines the past, present, and future of marketing innovation capabilities, and underscores the importance of these capabilities within firms to enhance performance. Using Scopus and Web of Science databases, this paper draws on 262 peer-reviewed articles and applies a bibliographic coupling method to identify four marketing innovation capabilities research streams: (1) marketing innovation capabilities and innovation strategy; (2) marketing innovation capabilities and knowledge; (3) marketing innovation capabilities, and drivers and mediators of innovation; and (4) marketing innovation capabilities and innovation performance. The findings are integrated into a framework that illuminates a research agenda. Additionally, this study contributes to establishing a theoretical foundation for marketing innovation capabilities that can aid marketers in their innovation efforts to secure a sustained competitive advantage.

Keywords: Innovation strategy; knowledge; Drivers and mediators of innovation; Innovation performance; Marketing innovation capabilities; Bibliographic coupling (search for similar items in EconPapers)
Date: 2024-01-09
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Published in 7th Industrial Marketing Management Summit, Jan 2024, LEEDS, United Kingdom

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