Abstract:

There is a solid consensus in the need to reinforce innovation in organizations. Despite the fact that there has been significant improvement, inefficiency still exists and little has been accomplished in understanding how to overcome those inefficiencies using innovation. Present research focuses on marketing innovations. According to Oslo Manual, marketing innovations may involve changes in product design and packaging, in product promotion and placement, and in methods for pricing goods and services. More precisely we analyze marketing innovations’ objectives and adoption. Analysis is based on a sample of 10796 Spanish businesses. Statistical tests find a dynamic behavior in organizations, since more than 30% of firms have developed a marketing innovation in the period studied. Results reveal a close relationship between objectives and marketing innovation.