MARKETING INNOVATION IN PORTUGUESES FIRMS: AN EMPIRICAL APPROACH

Resumo

This paper aims at reflecting upon marketing innovation evolution in Portuguese firms. Considering a marketing innovation as the implementation of a new marketing method involving significant changes in product design or packaging, product placement, product promotion or pricing (OECD, 2015), and using the results of Community Innovation Survey, the purpose of this paper is to analyse the evolution of Portuguese firms in terms of marketing innovation, and determine which factors are associated with this evolution. In addition, it considers the different firms’ size, the different sectors of activity, the Portuguese regions and the analysis of the interaction and impact of marketing innovations with other types of innovations.