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International Strategies for Marketing Innovation: the case of Portuguese firms

2020Master thesis Restricted access
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datacite.subject.fosGestãopt_PT
datacite.subject.fosEmpresaspt_PT
datacite.subject.fosInternacionalizaçãopt_PT
dc.contributor.advisorBraga, Alexandra Maria da Silva
dc.contributor.advisorCorreia, Aldina Isabel de Azevedo
dc.contributor.authorMonteiro, Patricia Silva
dc.date.accessioned2021-03-17T11:49:34Z
dc.date.available2025-01-01T01:30:48Z
dc.date.issued2020
dc.date.submitted2020
dc.descriptionDissertação de Mestrado em Gestão e Internacionalização de Empresaspt_PT
dc.description.abstractNowadays, 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.pt_PT
dc.identifier.tid202638464pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.22/17552
dc.language.isoengpt_PT
dc.publisherInstituto Politécnico do Porto. Escola Superior de Tecnologia e Gestãopt_PT
dc.subjectMarketing Innovationpt_PT
dc.subjectQuantitative Methodologypt_PT
dc.subjectFactorspt_PT
dc.subjectPortuguese Firmspt_PT
dc.subjectSustainedpt_PT
dc.subjectCompetitive Advantagept_PT
dc.subjectCIS 2014pt_PT
dc.titleInternational Strategies for Marketing Innovation: the case of Portuguese firmspt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Gestão e Internacionalização de Empresaspt_PT

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