Innovation and marketing strategy:

a systematic review




Innovation. Marketing innovation. Marketing strategy.


Objective: The article explores the marketing strategies adopted by companies of different nationalities in their business processes, using the innovations established by the Oslo Manual (4th edition). These strategies are analyzed through a bibliographical review of the scientific literature, with the objective of understanding how they are used as a strategic approach to act in the market.

Methodology: An integrative systematic review was carried out in the scientific literature on the subject to raise the state of the art that is found. The descriptors were defined and with them, initially, 432 articles were identified in the SciELO and Google Scholar databases that were evaluated and selected for discussions and reflections on what is happening in 15 countries around the world.

Relevance and originality: The article explores innovations in marketing from the global context and discusses strategic business approaches, presenting the existing gaps, when it is intended to apply innovation methodologies aimed at the market.

Main results: The results allowed us to identify that the innovations in marketing used by companies and institutions, mainly comprise improving characteristics of the four marketing pillars (product, price, place and promotion) and improving organizational performance through investigations the experiences of internal and external customers, aiming at the diversification of services and products in the market as a way of attracting the target audience and guaranteeing a competitive advantage.

Management contributions: The article shows how marketing strategies are being incorporated into companies, when the objective is to innovate in different markets. Since innovation is the essential factor for organizations to stand out and find a competitive differential from the marketing area, it contributes to the presentation of the different approaches used within different scenarios.


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Author Biographies

Lucas Jorge Garcia, Universidade Estadual Paulista

PhD in Design by Paulista State University (UNESP)

Galdenoro Botura Junior, Universidade Estadual Paulista - UNESP - Campus de Sorocaba/SP

PhD in Electrical Engineering by Campinas State University (UNICAMP)

João Carlos Riccó Plácido da Silva, Universidade Estadual Paulista (UNESP) – Bauru (SP)

PhD in Design by Paulista State University (UNESP)


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How to Cite

Garcia, L. J., Botura Junior, G., & da Silva, J. C. R. P. (2023). Innovation and marketing strategy:: a systematic review. International Journal of Innovation, 11(3), e23150.




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