International Strategies for Marketing Innovation: the case of Portuguese firms

Detalhes bibliográficos
Autor(a) principal: Monteiro, Patricia Silva
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.22/17552
Resumo: Dissertação de Mestrado em Gestão e Internacionalização de Empresas
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spelling International Strategies for Marketing Innovation: the case of Portuguese firmsMarketing InnovationQuantitative MethodologyFactorsPortuguese FirmsSustainedCompetitive AdvantageCIS 2014GestãoEmpresasInternacionalizaçãoDissertação de Mestrado em Gestão e Internacionalização de EmpresasNowadays, 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.Instituto Politécnico do Porto. Escola Superior de Tecnologia e GestãoBraga, Alexandra Maria da SilvaCorreia, Aldina Isabel de AzevedoRepositório Científico do Instituto Politécnico do PortoMonteiro, Patricia Silva2021-03-17T11:49:34Z2025-01-01T00:00:00Z202020202020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.22/17552TID:202638464enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-13T13:08:21Zoai:recipp.ipp.pt:10400.22/17552Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:37:10.447103Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv International Strategies for Marketing Innovation: the case of Portuguese firms
title International Strategies for Marketing Innovation: the case of Portuguese firms
spellingShingle International Strategies for Marketing Innovation: the case of Portuguese firms
Monteiro, Patricia Silva
Marketing Innovation
Quantitative Methodology
Factors
Portuguese Firms
Sustained
Competitive Advantage
CIS 2014
Gestão
Empresas
Internacionalização
title_short International Strategies for Marketing Innovation: the case of Portuguese firms
title_full International Strategies for Marketing Innovation: the case of Portuguese firms
title_fullStr International Strategies for Marketing Innovation: the case of Portuguese firms
title_full_unstemmed International Strategies for Marketing Innovation: the case of Portuguese firms
title_sort International Strategies for Marketing Innovation: the case of Portuguese firms
author Monteiro, Patricia Silva
author_facet Monteiro, Patricia Silva
author_role author
dc.contributor.none.fl_str_mv Braga, Alexandra Maria da Silva
Correia, Aldina Isabel de Azevedo
Repositório Científico do Instituto Politécnico do Porto
dc.contributor.author.fl_str_mv Monteiro, Patricia Silva
dc.subject.por.fl_str_mv Marketing Innovation
Quantitative Methodology
Factors
Portuguese Firms
Sustained
Competitive Advantage
CIS 2014
Gestão
Empresas
Internacionalização
topic Marketing Innovation
Quantitative Methodology
Factors
Portuguese Firms
Sustained
Competitive Advantage
CIS 2014
Gestão
Empresas
Internacionalização
description Dissertação de Mestrado em Gestão e Internacionalização de Empresas
publishDate 2020
dc.date.none.fl_str_mv 2020
2020
2020-01-01T00:00:00Z
2021-03-17T11:49:34Z
2025-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.22/17552
TID:202638464
url http://hdl.handle.net/10400.22/17552
identifier_str_mv TID:202638464
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto Politécnico do Porto. Escola Superior de Tecnologia e Gestão
publisher.none.fl_str_mv Instituto Politécnico do Porto. Escola Superior de Tecnologia e Gestão
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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