TY - JOUR
T1 - Analyzing marketing innovation in peruvian manufacturing companies of lower technological intensity
AU - Del Carpio Gallegos, Javier Fernando
AU - Miralles, Francesc
N1 - Funding Information:
Data collected in the 2012 National Innovation Survey of the Manufacturing Industry were used in the present empirical study. This study surveyed Peruvian companies in the manufacturing sector to obtain knowledge about their innovation processes. The study was conducted in coordination with the Ministry of Economy and Finance (MEF); the National Council of Science, Technology, and Technological Innovation (Concytec); and the National Institute of Statistics and Informatics (INEI). Its design was developed based on the methodological framework of the Bogotá Manual; this decision, in turn, allowed for the development of indicators that can be compared to the results of other countries in the Latin American region. Data collection (INEI Questionnaire, 2012) was carried out during the reference period 2009-2011 using a representative sample of 1,220 small, medium, and large companies from different regions of the country; however, for purposes of this study and to omit missing values, only 557 manufacturing firms with low and medium-low technological intensity were considered.
Publisher Copyright:
© RAE.
PY - 2020/5/1
Y1 - 2020/5/1
N2 - Non-technological innovation, including organizational and marketing innovation, has attracted substantial interest from researchers. The present study focuses on how external sources of knowledge relate to product, organizational, and marketing innovation, as well as analyzing how product and organizational innovation mediate the relationship between external sources of knowledge and marketing innovation. Current studies on marketing innovation do not present its real impact and importance for manufacturing companies. Using data from 557 Peruvian manufacturing companies that possess lower technological intensity, a model of partial structural equations was applied. The results show that external sources of market knowledge are related to product and organizational innovation. Managers should promote product innovations that favor the development of marketing innovations in the company.
AB - Non-technological innovation, including organizational and marketing innovation, has attracted substantial interest from researchers. The present study focuses on how external sources of knowledge relate to product, organizational, and marketing innovation, as well as analyzing how product and organizational innovation mediate the relationship between external sources of knowledge and marketing innovation. Current studies on marketing innovation do not present its real impact and importance for manufacturing companies. Using data from 557 Peruvian manufacturing companies that possess lower technological intensity, a model of partial structural equations was applied. The results show that external sources of market knowledge are related to product and organizational innovation. Managers should promote product innovations that favor the development of marketing innovations in the company.
KW - External sources of market knowledge
KW - Innovation
KW - Manufacturing
KW - Peru
KW - Technological intensity
UR - http://www.scopus.com/inward/record.url?scp=85088659008&partnerID=8YFLogxK
U2 - 10.1590/S0034-759020200303
DO - 10.1590/S0034-759020200303
M3 - Article
AN - SCOPUS:85088659008
SN - 0034-7590
VL - 60
SP - 195
EP - 207
JO - RAE Revista de Administracao de Empresas
JF - RAE Revista de Administracao de Empresas
IS - 3
ER -
