Innovation and marketing strategy:
a systematic review
Keywords: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.
Abdolvand . A., & Pakari, A. (2017). The effect of innovation in marketing on development and creating of new international markets in automobile industry (case study: Iran Khodro Co.). International Journal of Scientific Management and Development, v. 5, n. 10, pp. 490-498. https://www.researchgate.net/publication/320856154_International_Journal_of_Scientific_Management_and_Development_The_Effect_of_Innovation_in_Marketing_on_De
Adamu, U. G., Hussin, S. R., & Ismail, N. A. (2020). Effect of marketing innovation on performance of small and medium enterprises in Nigeria. International Journal of Innovation, Creativity and Change, v. 11, n. 12, pp. 353-370. https://www.researchgate.net/publication/340375476_Effect_of_Marketing_Innovation_on_Performance_of_Small_and_Medium_Enterprises_in_Nigeria
Afriyie, S., Duo, J., & Musah, A. A. I. (2018). The nexus between innovation types and marketing performance of SMEs in na emerging economy: The mediating role of knowleade sharing. Journal of Economics, Management and Trade, v. 21, n. 10, pp. 1-22. http://dx.doi.org/10.32479/irmm.7042
Botelho, L. L. R., Cunha, C. C. A., & Macedo, M. (2011). O método da revisão sistemática integrativa nos estudos organizacionais. Gestão e Sociedade. v. 5, n. 11, pp. 121-136. https://doi.org/10.21171/ges.v5i11.1220
Cornell University, Insead, & Wipo. (c2020). The Global Innovation Index 2020: Who will finance innovation? Ithaca, Fontainebleau and Geneva. https://www.wipo.int/edocs/pubdocs/en/wipo_pub_gii_2020.pdf
Ganzer, P. P., Chais, C., & Olea, P. M. (2017). Product, process, marketing and organizational innovation in industries of the flat knitting sector. RAI Revista de Administração e Inovação, v. 14, n. 4, pp. 321-332. https://doi.org/10.1016/j.rai.2017.07.002
Haudi, Wijoyo, H., & Cahyono, Y. (2020). Effect of product innovation and marketing strategy on consumer purchase decisions in Indonesia’s lightweight roof steel industry. Journal of Critical Reviews, v. 7, n. 13, pp. 4147-4155. https://www.researchgate.net/publication/344327274_EFFECT_OF_PRODUCT_INNOVATION_AND_MARKETING_STRATEGY_ON_CONSUMER_PURCHASE_DECISIONS_IN_INDON
Hussain, I. et al. (2020). Effects of sustainable brand equity and marketing innovation on Market performance in hospitality industry: Mediating effects of sustainable competitive advantage. Sustainability (Switzerland), v. 12, n. 7, pp. 1-19. https://doi.org/10.3390/su12072939
Joueid, A., & Coenders, G. (2018) Marketing innovation and new product portfolios: A compositional approach. Journal of Open Innovation: Technology, Market, and Complexity, v. 4, n. 2, pp. 4-19. https://doi.org/10.3390/joitmc4020019
Kipkosgei, E. K., & Paul, K. P. (2019). Marketing innovation and performance of textile manufacturing firms in Nairobi county. Journal of Marketing and Communication, v. 2, n. 2, pp. 1-18. Disponível em: https://stratfordjournals.org/journals/index.php/journal-of-marketing/article/view/357
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: do tradicional ao digital. Tradução de Ivo Korytowski. Rio de Janeiro: Sextante.
Larina, Y. (2018). Innovation and marketing strategies of enterprises on the innovative food
products market. Marketing Management and Economics, v. 3, n. 1, pp. 33-47. http://dx.doi.org/10.22630/AMME.2017.3.1.4
Manual de Oslo. (2018). Guidelines for collecting, reporting and using data on innovation. (4a ed). OECD/EUROSTAT.
Monteiro, P., Correia, A., & Braga, V. (2019). Factors for marketing innovation in Portuguese firms CIS 2014. Mathematical and Computational Applications, v. 24, n. 4, pp. 1-31. https://doi.org/10.3390/mca24040099
Nadeem, M., & Mehta, K. (2018). Uberization of customer need with data analytics: How marketing strategy lifts products innovation? Angewandte Chemie International Edition, v. 6, n. 6, pp. 40-58. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3304655
Panditharathna, R., Bamber, D., & Khan, M. A. (2020). Perceptions of innovation based relationship marketing (pirm) in the Sri Lankan retail banking sector: a qualitative study. Journal of Scoail Sciences Studies, v. 5, n. 2, pp. 53-80. http://dx.doi.org/10.5281/zenodo.3808068
Pinpan, S., Khamphoroh, A., & Inthasang, C. (2020). Strategic innovation marketing and firm performance of travel agency businesses in Thailand. Journal of Southern Techonology, v. 13, n. 1, pp. 167-177. https://so04.tci-thaijo.org/index.php/journal_sct/article/view/173111
Redeker, G. (2000). Coherence and structure in text and discourse. In: Abduction, Belief and Context in Dialogue: Studies in Computation Pragmatics. http://dx.doi.org/10.1075/nlp.1.06red
Rossi, A. K. ; Botura Jr., G. (2018). Procedimentos de pesquisa científica em inovação aberta. In: VIII Congresso Brasileiro de Engenharia de Produção, 2018. Anais CONBREPRO. Paraná: Ponta Grossa. https://www.researchgate.net/publication/329587281_PROCEDIMENTOS_DE_PESQUISA_CIENTIFICA_EM_INOVACAO_ABERTA
Trejo, J. M. (2018). Designing a digital marketing model innovation to increase the competitiveness: First insights in Mexico. Nova Scientia, v. 10, n. 20, pp. 569-591. https://doi.org/10.21640/ns.v10i20.1160
Trung, D. Q., Beng, A. N., & Bhaumik, A. (2019). The environmental dynamism, dynamic capabilities and marketing innovation of fertiliser firms in Vietnam. International Journal of Innovation, Creativity and Change, v. 8, n. 2, pp. 166-128. https://www.ijicc.net/images/vol8iss2/8208_Trung_2019_E_R.pdf
How to Cite
Copyright (c) 2023 Autores
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
The author(s) authorize the publication of the article in the journal.
The author(s) ensure that the contribution is original and unpublished and is not being evaluated in other journal(s).
The journal is not responsible for the opinions, ideas and concepts expressed in the texts because they are the sole responsibility of the author(s).
The publishers reserve the right to make adjustments and textual adaptation to the norms of APA.
Authors retain copyright and grant the journal right of first publication, with the work after publication simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access) at http://opcit.eprints.org/oacitation-biblio.htmlAuthors are able to use ORCID is a system of identification for authors. An ORCID identifier is unique to an individual and acts as a persistent digital identifier to ensure that authors (particularly those with relatively common names) can be distinguished and their work properly attributed.