An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector

Although numerous studies explore innovation, most of them focus on technological innovations. It is currently difficult to focus exclusively on products and processes when discussing innovation because new ideas can transform any part of an organization’s value chain. Indeed, marketing innovation i...

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Autores: Medrano, N. [0000-0002-8292-0796], Olarte-Pascual, C. [0000-0002-9853-0266]
Tipo de documento: artigo
Estado:Versão publicada
Data de publicação:2016
País:España
Recursos:Universidad de La Rioja (UR)
Repositório:RIUR. Repositorio Institucional de la Universidad de La Rioja
OAI Identifier:oai:portal.dialnet.es:doc/5bbc6882b750603269e80a4f
Acesso em linha:https://investigacion.unirioja.es/documentos/5bbc6882b750603269e80a4f
Access Level:Acceso aberto
Palavra-chave:Marketing innovation
Non-technological innovations
Retail
SME
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spelling An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sectorMedrano, N. [0000-0002-8292-0796]Olarte-Pascual, C. [0000-0002-9853-0266]Marketing innovationNon-technological innovationsRetailSMEAlthough numerous studies explore innovation, most of them focus on technological innovations. It is currently difficult to focus exclusively on products and processes when discussing innovation because new ideas can transform any part of an organization’s value chain. Indeed, marketing innovation is essential for small and medium firms and its study is extremely important given the current lack of empirical evidence. Furthermore, the retail sector in Spain plays a significant role in the country’s economy due to its contribution to gross domestic product and employment and to its role in the growth of cities and regions. In this context, the present study analyzes the determinants of marketing innovation practices of small and medium retailers and the relationships among the four types of innovation (product, process, organizational and marketing) to improve our understanding of marketing innovations in the retail sector. This study uses secondary data on innovation activity for Spanish companies in the years 2010-2012. Logistic regression models are estimated, and the results show that the introduction of new marketing methods has a positive impact on the propensity to engage in all other types of innovation (product, process and organizational). Furthermore, all of these methods positively impact the propensity to introduce marketing innovations. This study concludes with insights that can help managers to direct innovation processes in their companies and assist public administrators in the promotion of marketing innovations among small and medium retailers. © 2016, University of Finance and Management in Warsaw. All rights reserved.2016info:eu-repo/semantics/articleSubtype: Articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://investigacion.unirioja.es/documentos/5bbc6882b750603269e80a4freponame:RIUR. Repositorio Institucional de la Universidad de La Riojainstname:Universidad de La Rioja (UR)Inglésinfo:eu-repo/semantics/altIdentifier/doi/10.5709/CE.1897-9254.210info:eu-repo/semantics/altIdentifier/wos/WOS:000408027500003info:eu-repo/semantics/altIdentifier/pissn/1897-9254info:eu-repo/semantics/altIdentifier/pissn/2084-0845info:eu-repo/semantics/altIdentifier/eissn/2300-8814An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector, 2016, vol. 10, núm. 3Special Issue, pág. 205-216info:eu-repo/semantics/openAccessoai:portal.dialnet.es:doc/5bbc6882b750603269e80a4f2026-06-14T12:47:17Z
dc.title.none.fl_str_mv An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector
title An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector
spellingShingle An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector
Medrano, N. [0000-0002-8292-0796]
Marketing innovation
Non-technological innovations
Retail
SME
title_short An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector
title_full An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector
title_fullStr An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector
title_full_unstemmed An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector
title_sort An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector
dc.creator.none.fl_str_mv Medrano, N. [0000-0002-8292-0796]
Olarte-Pascual, C. [0000-0002-9853-0266]
author Medrano, N. [0000-0002-8292-0796]
author_facet Medrano, N. [0000-0002-8292-0796]
Olarte-Pascual, C. [0000-0002-9853-0266]
author_role author
author2 Olarte-Pascual, C. [0000-0002-9853-0266]
author2_role author
dc.subject.none.fl_str_mv Marketing innovation
Non-technological innovations
Retail
SME
topic Marketing innovation
Non-technological innovations
Retail
SME
description Although numerous studies explore innovation, most of them focus on technological innovations. It is currently difficult to focus exclusively on products and processes when discussing innovation because new ideas can transform any part of an organization’s value chain. Indeed, marketing innovation is essential for small and medium firms and its study is extremely important given the current lack of empirical evidence. Furthermore, the retail sector in Spain plays a significant role in the country’s economy due to its contribution to gross domestic product and employment and to its role in the growth of cities and regions. In this context, the present study analyzes the determinants of marketing innovation practices of small and medium retailers and the relationships among the four types of innovation (product, process, organizational and marketing) to improve our understanding of marketing innovations in the retail sector. This study uses secondary data on innovation activity for Spanish companies in the years 2010-2012. Logistic regression models are estimated, and the results show that the introduction of new marketing methods has a positive impact on the propensity to engage in all other types of innovation (product, process and organizational). Furthermore, all of these methods positively impact the propensity to introduce marketing innovations. This study concludes with insights that can help managers to direct innovation processes in their companies and assist public administrators in the promotion of marketing innovations among small and medium retailers. © 2016, University of Finance and Management in Warsaw. All rights reserved.
publishDate 2016
dc.date.none.fl_str_mv 2016
dc.type.none.fl_str_mv info:eu-repo/semantics/article
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info:eu-repo/semantics/publishedVersion
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dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/semantics/altIdentifier/doi/10.5709/CE.1897-9254.210
info:eu-repo/semantics/altIdentifier/wos/WOS:000408027500003
info:eu-repo/semantics/altIdentifier/pissn/1897-9254
info:eu-repo/semantics/altIdentifier/pissn/2084-0845
info:eu-repo/semantics/altIdentifier/eissn/2300-8814
An empirical approach to marketing innovation in small and medium retailers: An application to the Spanish sector, 2016, vol. 10, núm. 3Special Issue, pág. 205-216
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