List of Articles marketing innovation

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  1 - The Effect of Marketing Innovation on Business Competitive Strategy (A Study in Industrial Cluster of Auto Parts in Semnan industrial Parks)
  Morteza Maleki Minbashrazgah امین  کهیاری حقیقت
  Marketing innovative approach is one of the most important factors in determining the business competitive strategy. In this regard, the purpose of this study is to examine the relationship between marketing innovation and competitive strategies leading new solutions fo More

  Marketing innovative approach is one of the most important factors in determining the business competitive strategy. In this regard, the purpose of this study is to examine the relationship between marketing innovation and competitive strategies leading new solutions for enterprise management and competitive advantage. The statistical population of this study are senior marketing and sales managers of 84 companies producing auto parts in Semnan industrial parks; 56 questionnaires were returned to the researchers and were considered for data analysis. In order to test the hypotheses, structural equation modelling based on partial least square was used. Research findings indicate that a significant positive effect of marketing innovation on tow competitive strategies of differentiation as well as cost leadership. Yet, the effect of marketing innovation on focus competitive advantage was not supported. Manuscript profile
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  2 - Model building of Banking Network based on Marketing Innovation and Technological Innovation for Assessing of National Macroeconomic Performance
  Bahareh Behzadi mohammadreza  hamidizadeh Maryam Khoshnevis
  The present time, the basis of entrepreneurship and value creation is innovation, as well as the provision of high value-added banking services. Thus, those are the main factors in the development of the banking network and improving the competitive advantage and perfor More

  The present time, the basis of entrepreneurship and value creation is innovation, as well as the provision of high value-added banking services. Thus, those are the main factors in the development of the banking network and improving the competitive advantage and performance of banks. Therefore, the aim’ paper is to model marketing and technological innovation variables based on the performance of the macroeconomic to explain their innovation functions in the country's banking network. To achieve this aim, by constructing a main hypothesis and four sub-hypotheses, the structural interaction of technological innovation behaviors and marketing innovation of ten selected banks on the macroeconomic performance of the country during the period 2009 to 2018 investigated. This research type is applied one in terms of purpose and in terms of nature, type of data and their collection method, is a causal based on econometrics techniques and analytical descriptive by regarding generalized system torque technique. In this study, the variables of economic growth and total value of exports, dependent variables and variables of technological innovation and marketing innovation of the banking network evaluated with the role of explaining economic performance. According to the research results, technological innovation with a positive effect of 0.09% and the variable of marketing innovation with a positive effect of 0.54% increase economic growth, as well as technological innovation with a positive effect of 0.08% and marketing innovation with a positive effect of 0.07%. Total exports have increased in the banking network. Therefore, technological innovation and marketing innovation have had a significant effect on economic growth and the value of the country's total exports. Therefore, five research hypotheses according to the function of banks and data conditions confirmed. Manuscript profile