Although numerous studies explore innovation, most of them focus on technological innovations. It is currently … difficult to focus exclusively on products and processes when discussing innovation because new ideas can transform any part of … an organization's value chain. Indeed, marketing innovation is essential for small and medium firms and its study is …

Although numerous studies explore innovation, most of them focus on technological innovations. It is currently … difficult to focus exclusively on products and processes when discussing innovation because new ideas can transform any part of … an organization’s value chain. Indeed, marketing innovation is essential for small and medium firms and its study is …

innovation’ as the primary goal where firms must create consumer demand and exploit untapped markets. Empirical analysis has been …