Abstract
This paper investigates the role of non-technological innovation on firms’ innovation
propensity and performance. We note that emphasis on technological innovation
alone is misleading, as a firm’s decision to undertake technological innovation brings
about a more complex and general process which may involve new attitudes regarding
organization and market orientation. We analyse the relationship between product
and marketing innovation in manufacturing, focusing specifically on the food industry.
We propose a bivariate probit model in which product and marketing innovation are
estimated taking into account their reciprocal interactions. This enables us to provide
more efficient and realistic estimates of a firm’s probability of introducing either a new
or improved product or a new marketing technique. In addition, the proposed model
provides the determinants of such probabilities.
Lingua originale | English |
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pagine (da-a) | 91-113 |
Numero di pagine | 23 |
Rivista | Economics of Innovation and New Technology |
Volume | Vol. 25 |
DOI | |
Stato di pubblicazione | Pubblicato - 2016 |
Keywords
- market orientation
- product innovation