ANALYZING MARKETING INNOVATION IN PERUVIAN MANUFACTURING COMPANIES OF LOWER TECHNOLOGICAL INTENSITY

ABSTRACT Non-technological innovation, including organizational and marketing innovation, has attracted substantial interest from researchers. The present study focuses on how external sources of knowledge relate to product, organizational, and marketing innovation, as well as analyzing how product and organizational innovation mediate the relationship between external sources of knowledge and marketing innovation. Current studies on marketing innovation do not present its real impact and importance for manufacturing companies. Using data from 557 Peruvian manufacturing companies that possess lower technological intensity, a model of partial structural equations was applied. The results show that external sources of market knowledge are related to product and organizational innovation. Managers should promote product innovations that favor the development of marketing innovations in the company.

摘要：非技术性创新，包括组织与市场营销创新，已引起研究者们的广泛关注。本研究旨在探讨外部知识来源如何与产品创新、组织创新以及市场营销创新相联系，并分析产品创新与组织创新如何作为外部知识来源与市场营销创新之间关系的调节因素。当前关于市场营销创新的研究尚未充分展现其在制造业公司中的实际影响与重要性。通过对557家具有较低技术强度的秘鲁制造业公司的数据进行研究，本研究采用了部分结构方程模型。研究结果显示，外部市场知识来源与产品创新、组织创新密切相关。管理者应当推动有利于公司市场营销创新发展的产品创新。