Polytechnic University of Valencia Congress, 1st International Conference on Business Management

Font Size: 
What do we know about Marketing Innovation and its Relation-ship with Technological and Management Innovations? Empirical Evidence for France and Spain
Fabrice Galia

Last modified: 22-12-2015

Abstract


In this paper the specific impacts that technological product and process innovations and also management innovations have on marketing innovation performance are disentangled. Using CIS data for capturing non-technological innovation is recommended in the literature (e.g. Damanpour, 2014). Analysis of CIS data for 1,275 French and 3,028 Spanish firms under- taking marketing innovation in manufacturing industries unveils novel insights about drivers and innovation patterns from marketing innovators, their inducements and innovative perfor- mance effects.

 

DOI: http://dx.doi.org/10.4995/ICBM.2015.1279


Keywords


Marketing Innovation, Product Innovation, Process Innovation, Management Innova-tion, Organizational Innovation, Drivers, Relationship, CIS, France, Spain

Full Text: PDF