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

Laburpena

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. © 2012 Springer-Verlag Berlin Heidelberg.