MBA-5150 V4: Innovation and Marketing

Made Setini, Ni Nyoman Kerti Yasa, I Wayan Gede Supartha, & I Gusti Ayu Ketut Giantari. (2021). The effects of knowledge sharing, social capital and innovation on marketing performance. International Journal of Data and Network Science, 257–266.
https://doi.org/10.5267/j.ijdns.2021.6.008
Using purposive sampling the authors studied the role innovation and knowledge sharing played in handling the gaps in social capital and marketing performance. Social capital was found to positively impact both business performance and innovation.

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.