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 非技术创新（包括组织创新与营销创新）已引发研究者的广泛关注。本研究聚焦于外部知识来源如何与产品创新、组织创新及营销创新产生关联，同时分析产品创新与组织创新在外部知识来源与营销创新的关系中所发挥的中介作用。现有关于营销创新的研究尚未充分揭示其对制造企业的实际影响与重要价值。本研究针对557家技术强度较低的秘鲁制造企业采集数据，并运用偏结构方程模型开展分析。研究结果表明，市场知识的外部来源与产品创新及组织创新存在显著关联。企业管理者应推动有助于公司营销创新发展的产品创新实践。