The Value of Marketing Innovation: Market-driven Versus Market-driving
Tang, T. (Ya), Zhang, S. (Katee), & Peng, J. (2021) The value of marketing innovation: Market-driven versus market-driving. Journal of Business Research, 126, 88-98. doi:10.1016/j.jbusres.2020.12.067
The research questions in this study aim to determine if marketing innovation adds value to an organization and how it does so. The results showed that in a highly competitive environment market-driving market innovation adds value to a firm.