Purpose




This study aims to identify the structural features of companies that have implemented marketing innovations at two different points, 2008 and 2010 (before and during the crisis).




Design/methodology/approach




The sample, obtained from the Technological Innovation Panel, consists of two subsamples of 9,415 enterprises each. The information was processed using a binomial logit model, parametric and non-parametric tests for independent samples and a test of structural stability.




Findings




Differences were found in the results from 2008 and 2010: enterprises in Spain were less likely to implement marketing innovations in 2010 than in 2008; the effect of an enterprise’s size on how likely it was to innovate in marketing decreased by more than half between the two periods; the likelihood of innovating in marketing increased in enterprises that also pursued organizational innovations; and in contrast to 2008, in 2010, the enterprises that were most likely to innovate in marketing were those that exported to countries outside the European Union. These findings show that innovation is part of the business ethos and that public policies that support exports can also foster innovation.




Originality/value




Marketing innovation has received little attention in the literature. We believe that marketing innovation can help to improve an organization’s results, even in times of economic crisis.

The effects of the crisis on marketing innovation: an application for Spain

The aim of this paper is to undertake research in order to identify the structural characteristics of manufacturing and service companies who use marketing innovation as a key factor to improve their business competitiveness and to reactivate the economy. The data used for this research work is taken from the 2008 Technological Innovation Panel and is processed using Logit. From the principal results it must be pointed out that marketing innovation is currently at an incipient stage; the size, business activity, export tasks and internal R&D appear to be the features that make companies more inclined to innovate in marketing. We recommend companies to take innovative marketing action, since at this time of crisis, survival of organisations could be characterised by thinking (internal R&D) and launching (marketing) new offers on the market that aim to provide a solution for businesses within this new economic context.

Marketing innovation as an opportunity in a situation of uncertainty: The Spanish case

Address correspondence to Hossein Azadi, Department of Geography, Ghent University, Krijgslaan 281 (S8), 9000 Gent, Belgium. E-mail: hossein.azadi@ugent.be

/pdf/marketing-innovation-in-rural-small-food-industries-in-iran-gorlanl2nv.pdf

Marketing Innovation in Rural Small Food Industries in Iran

This paper aims to provide a systematic review of the literature on the associated factors with infant sleep-wake behaviour during the first 12 months of life, namely (1) the factors positively and...

/pdf/sleep-wake-behaviour-during-the-first-12-months-of-life-and-e3pisesynu.pdf

Sleep-wake behaviour during the first 12 months of life and associated factors: a systematic review

Starting from the product development stage in the enterprises, conducting various researches and analyzes is important in reaching the product that will meet consumer expectations. In this study, Analytical Hierarchy Process method and Quality Function Deployment, which had not been applied in bathrobe product development process before, were used utilized in order to design bathrobes in accordance with consumer expectations. In this study, the expectations of consumers from bathrobes were determined by face-to-face interview technique, and their priorities in purchasing bathrobes were obtained by Analytical Hierarchy Process method. The priorities were included in the Quality Function Deployment in the voice of the customer and the quality house was established with the addition of technical requirements. Customer expectations, technical production details and product alternatives were solved with the quality house matrix. As a result of the solution of the matrix, the bathrobe alternative, customer criterion and technical requirements that meet the consumer expectations in bathrobe production were provided. The results showed that the most important criteria for bathrobes were color, usability and fabric surface, respectively. So it was found that the bathrobes made of bamboo fiber was the most satisfying product.

/pdf/bornoz-urun-gelistirmede-analitik-hiyerarsi-prosesi-ve-1f7mt2g4l1.pdf

Bornoz Ürün Geliştirmede Analitik Hiyerarşi Prosesi ve Kalite Fonksiyon Göçerimi Uygulaması

Marketing innovation in the apparel industry: Turkey

Tekstil sektorunde yuksek rekabet ortaminda uretim yapan kucuk dokuma isletmelerinin piyasa sartlarinda varligini surdurebilmesi icin uretmis oldugu veya ticaretini surdurdugu urununun birim maliyetini dogru hesaplayabilmesi gerekir. Fakat sektordeki kucuk isletmelerin cogunlugunun atolye tarzi ve siparise dayali bir uretim yapisina sahip olmasindan dolayi maliyet hesaplama islemleri genelde belli bir yonteme dayandirilmadan, mesleki tecrubelere dayali olarak gerceklestirilmektedir. Siparis esasli calisan isletmelerde dokunan kumaslarin birim maliyetine etki eden temel unsurlar dokuma hazirlik, hammadde, iscilik, enerji ve amortisman maliyetleridir. Bu temel maliyet unsurlarinin disinda iplik firelerinin, urun firelerinin, cekme oranlarinin ve hesaplanamayan gorunmez maliyet unsurlarinin da birim maliyet hesaplamasina dahil edilmesi gerekmektedir. Tum bu unsurlarin dahil edildigi hesaplamalarin isletme sahipleri tarafindan mesleki tecrubelere dayali olarak surekli, dogru ve hizli bir bicimde yapilmasi mumkun gorulmemektedir. Bu calismada kucuk dokuma isletmelerinin uretmis olduklari urunlerinin birim maliyetini hesaplayacak bir program hazirlanmis ve bir ornek uygulamada calistirilmistir. Bu hesaplayici programin arayuzu, Microsoft Visual Studio 2013 uygulama gelistirme yazilimi kullanilarak ASP.NET programlama dilinde hazirlanmistir. Uygulamanin tasarimi hem mobil isletim sistemlerinde hem de Windows ortaminda goruntulenebilecek duzeydedir

/pdf/an-application-study-to-create-a-mobile-based-cost-3aim2w7deu.pdf

An application study to create a mobile-based cost calculation software regarding woven fabric manufacturing in small-scale textile businesses

Meslek yüksekokulu öğrencilerinin matematik başarısını etkileyen faktörler: Öğrenci görüşleri bakımından

Determination of the ideal fabric width of the classical women’s blouse models made from Buldan Cloth

Saglikli nesiller yetistirebilmek icin bebeklerin sagligina onem verilmelidir. Bebeklerin gelisimlerini saglikli bir sekilde surdurebilmelerinin bir kolu da saglikli, guvenli ve konforlu giysiler giymeleridir. Bu calismanin amaci, 0-1 yas araligindaki bebeklerin giyim konforuna yonelik giysilerin gelistirilmesi, bebek giysilerinin urun cesidinin ve kalitesinin arttirilmasi, bunlara ek olarak giysilerin bebekleri ne sekilde etkilemekte oldugunun arastirilmasidir. Sonuc olarak, birbirlerinden farkli kumaslarin bebeklerin vucutlari uzerinde farkli tepkiler olusturduklari ve calisma kapsaminda gelistirilen cift katli kumas yapilarinin bebeklerde olumlu yonde etkiler ortaya cikardiklari tespit edilmistir

/pdf/the-effect-of-different-types-of-fabric-on-the-clothing-1msjwvlvi7.pdf

Emine Utkun

Papers

Marketing innovation in the apparel industry: Turkey

An application study to create a mobile-based cost calculation software regarding woven fabric manufacturing in small-scale textile businesses

Meslek yüksekokulu öğrencilerinin matematik başarısını etkileyen faktörler: Öğrenci görüşleri bakımından

Determination of the ideal fabric width of the classical women’s blouse models made from Buldan Cloth

The effect of different types of fabric on the clothing comfort, sleep pattern and saliva cortisol & melatonin levels of infants