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| DM_PatriciaMonteiro_MGIE_2020 | 4.83 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Nowadays, it is not new that innovation is fundamental to maintain and increase the
competitiveness of firms. Thus, it is essential to study innovation, both technological and nontechnological
innovation. In the modern economy, innovations related to product promotion,
such as marketing innovation (MI), help firms differentiate themselves. Differentiation can
lead to a firm's competitive advantage. The study of marketing innovation in modern times
becomes relevant. Despite their relevance, exclusive studies of marketing innovation are
scarce, and, as it is a recent topic, there is still much to be explored. The general goal of this
dissertation is to study exclusively marketing innovation and the factors that influence it. To
achieve this goal, three scientific papers were prepared. In the first two papers, a secondary
database - Community Innovation Survey 2014 (a sample of 7 083 valid firms) was used and,
in the last, a primary database - questionnaire applied to Portuguese firms (a sample of 410
valid firms). To test the hypotheses regarding the factors under study, statistical techniques
were used: in the first paper the Multiple Linear Regression (MLR) and Discriminant Analysis
(DA), in the second paper the Logistic Regression (LR) and in the third paper the Factor
Analysis (FA) and the Partial Least Squares Structural Equation Modelling (PLS-SEM).
The main conclusions of this study are: marketing innovation positively influences the
sustained competitive advantage of Portuguese firms; several factors influence marketing
innovation in this study (positively and negatively), but although the factors used are relevant,
the results indicate that there may still exist other factors for marketing innovation; the most
accepted definition of marketing innovation in the literature is that of the Oslo Manual (2005),
based on the marketing mix (4PS). It was also updated, indicating that this definition lacks an
important dimension nowadays - innovation in digital marketing tools.
Descrição
Dissertação de Mestrado em Gestão e Internacionalização de Empresas
Palavras-chave
Marketing Innovation Quantitative Methodology Factors Portuguese Firms Sustained Competitive Advantage CIS 2014
Contexto Educativo
Citação
Editora
Instituto Politécnico do Porto. Escola Superior de Tecnologia e Gestão