Marketing Innovation: Study of Determinants of Innovation in the Design and Packaging of Goods and Services—Application to Portuguese Firms

  • Jacinta Moreira Polytechnic Institute of Leiria
  • Maria José Silva University of Beira Interior
  • Jorge Simoes Polytechnic of Tomar
  • Gastao Sousa Maia Higher Institute

Abstract

The article analyzes factors stimulating firms’ capacity for marketing innovation in terms of the design and packaging of goods and services. The data were obtained from the 4th Community Innovation Survey. The results of the logistic regression show that R&D activities relating to internal R&D activities; acquisition of machinery, equipment, and software; acquisition of other external knowledge; and carrying out other procedures—plus the factor of marketing activities—influence Portuguese firms’ tendency to innovate in marketing. Keywords: Marketing Innovation, Logit Model, CIS
Published
2012-09-25
How to Cite
Moreira, J., Silva, M., Simoes, J., & Sousa, G. (2012). Marketing Innovation: Study of Determinants of Innovation in the Design and Packaging of Goods and Services—Application to Portuguese Firms. Contemporary Management Research, 8(2). https://doi.org/10.7903/cmr.11047
Section
Marketing