Analyzing marketing innovation in Peruvian manufacturing companies of lower technological intensity

Abstract

Non-technological innovation has attracted much interest from researchers, understood as non-technological innovation, the realization of organizational and marketing innovation. The present study focuses on how external sources of knowledge relate to product, organizational, and marketing innovation, as well as analyzing how product and organizational innovation mediate the relationship between external sources of knowledge and marketing innovation. The studies on marketing innovation do not present their real impact and importance for the manufacturing companies. Using data from 557 Peruvian manufacturing companies that show a lower technological intensity, applying a model of partial structural equations. The results show that external sources of market knowledge are related to product and organizational and innovation. Managers should promote product innovations that favor the development of marketing innovations in the company

Keywords

• innovation
• external sources of market knowledge
• manufacturing
• technological intensity
• perú