From external information to marketing innovation : the mediating role of product and organizational innovation

Purpose: This paper aims to further understand how firms transform external information into marketing innovation. The specific aim is to analyse the mediating role of product innovation and organizational innovation in the relationship between external information and marketing innovation. Design/methodology/approach: The study builds on the 2012 database Technological Innovation Panel (PITEC) with a sample of 994 manufacturing firms. The data are analysed using partial least squares structural equation modelling (PLS-SEM). Findings: The results show how external information obtained about relationships with suppliers, customers and competitors leads to marketing innovation. The study demonstrates the mediating effects of product innovation and organizational innovation on the relationship between external information and marketing innovation. Practical implications: Firms should utilize external information flows to innovate in both their products and organization as a prerequisite to marketing innovation. Originality/value: This paper provides linkages between perspectives of networks, innovation and marketing to better understand the background of the least studied dimension of innovation – marketing innovation. The main contribution is to explain how firms use external information to achieve marketing innovation through product and organizational innovation.