SIPOS, Gabriela Lucia; IONESCU, Alin
January 2015
Management & Marketing Journal;2015, Vol. 13 Issue 1, p45
Academic Journal
Innovation represents a widely debated topic in the context of current economy, being an opportunity to achieve corporate competitiveness within an environment of uncertainty. The main purpose of this paper is to analyze the impact of different innovation types on the innovative performance in the case of 31 European countries, using the simple and the multiple linear regressions across countries. In this regard we have considered different types of innovation, such as product, process, marketing and organizational innovation, while the innovative performance was synthetically expressed by Summary Innovation Index 2013. The main result of our study is that in order to achieve high innovative performance it is necessarily to implement product and process innovation simultaneously with organizational and marketing innovation. Thus, the findings of this paper can represent a guidance for companies to identify the most appropriate types of innovation that have the greatest influence on achieving high innovative performance.


Related Articles

  • BRAND ENERGY AS AN INNOVATIVE IDEA. Gurgu, Elena // Economics, Management & Financial Markets;Sep2009, Vol. 4 Issue 3, p211 

    The thinking and language of marqueing is still largely tied to consumer products and does not work well for service industries. A more appropriate idea of the marque relates to the experience of products/services/suppliers. Brand energy is an idea that fuses the idea of value creation and...

  • SELLING IT.  // Consumer Reports;Jul2001, Vol. 66 Issue 7, p67 

    Offers news briefs related to advertising, marketing, and packaging of consumer goods. Boxes of Puffs tissues which hold fewer tissues but cost the same as older boxes which held more; Coupon from Sears Parts & Repair Centers that charged a base price plus the cost of parts and labor for a lawn...

  • Optimal Allocation of Generic Advertising Budgets. McClelland, Edwaro L.; Polopolus, Leo; Myers, Lester H. // American Journal of Agricultural Economics;Nov71, Vol. 53 Issue 4, p565 

    A model is developed for allocating advertising budgets among multiple consumer products marketed in several regions so that total consumer expenditures net of advertising costs are maximized. The model pertains specifically to unbranded commodity advertising where the budget is dependent upon...

  • SELLING IT.  // Consumer Reports;Mar2001, Vol. 66 Issue 3, p67 

    Offers news briefs related to blunders in advertising, marketing, and packaging. Packaging for Colgate toothbrushes; Free drink coupons offered by Starbucks; Smaller version of Crabtree & Evelyn body powder that costs over twice as much per gram; Others.

  • The use of new customer-facing technology in fast-moving consumer goods. Moffett, Tess; Stone, Merlin; Crick, Paul // Journal of Brand Management;Jul2002, Vol. 9 Issue 6, p437 

    Explains how fast-moving consumer goods companies are learning how to use Internet and other technologies to supplement their tried and tested advertising and promotional techniques in the U.S. Different uses of technologies; Difficulty of integrating the technologies into the existing...

  • Not everything is FMCG. Trott, Dave // Campaign;7/15/2016, p28 

    The article offers the author's insights on advertising for fast-moving consumer good (FMCG). Topics mentioned include the advertising on brands which has rapid turnover influenced by consumer satisfaction, the different advertising on Consumer Durables and Distress Purchases, and the view that...

  • ¡La imperfección: la nueva estrategia en productos! Pérez, Mar Heras // MK - Marketing más Ventas;Sep2011, Vol. 25 Issue 271, p6 

    No abstract available.

  • CONSUMERS' ETHICAL PERCEPTIONS OF MARKETING TO THE BOTTOM OF THE PYRAMID. Gupta, Shruti; Pirsch, Julie // AMA Marketing & Public Policy Academic Conference Proceedings;2012, Vol. 22, p53 

    Marketing products to Bottom of Pyramid (BOP) consumers can be a profitable endeavor for both companies. However, it can raise ethical concerns. This paper's framework empirically examines the ethical effects of marketing FMCGs to BOP consumers by evaluating the average (non-BOP) consumer's...

  • Cultural Forces and Commercial Constraints: Designing Packaging in the Twentieth-Century United States. Porter, Glenn // Journal of Design History;1999, Vol. 12 Issue 1, p25 

    Two case studies, along with industry publications, interviews and secondary sources, illuminate the nature and role of packaging design in the twentieth-century United States business system. By the time of the Great Depression, packaging had become a large and well developed industry as...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics