Abstract

CUEVAS-VARGAS, Héctor; PARGA-MONTOYA, Neftalí  and  ESTRADA, Salvador. Incidence of marketing innovation on business performance: an application based on structural equation modeling. estud.gerenc. [online]. 2020, vol.36, n.154, pp.66-79. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2020.154.3475.

Small and medium-sized enterprises (SMEs) have developed a marketing capability that differs from the conventional one. Most of the literature has neglected marketing innovation, because it is considered an accident or implicit in other types of activities, and only recently it has been associated with competitiveness. The aim of this research was to verify the relationship of marketing innovation with the integral performance of SMEs, and their possible implications. Through the structural equations modeling, the effects of this innovation on business performance were estimated. The findings revealed its significant influence to guide business performance, by implementing new concepts and means of promotion, new methods of commercialization, and modifications to its packaging, influencing mostly in the commercial part, but also affecting the administrative, financial and human resources scope.

Keywords : resource and capacity theory; marketing innovation; business performance; small and medium-sized enterprises; structural equations.

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