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：包括组织创新与营销创新在内的非技术创新，已受到研究者的广泛关注。本研究旨在探讨外部知识来源与产品创新、组织创新及营销创新之间的关联，并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。现有针对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。本研究选取557家技术密集度较低的秘鲁制造企业作为研究样本，采用偏结构方程模型开展实证分析。研究结果显示，外部市场知识来源与产品创新及组织创新存在显著相关关系。企业管理者应推动有助于企业营销创新发展的产品创新举措。