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dc.contributor.authorPurchase, Sharon-
dc.contributor.authorVolery, Thierry-
dc.date.accessioned2020-08-31T08:42:42Z-
dc.date.available2020-08-31T08:42:42Z-
dc.date.issued2020-
dc.identifier.issn0267-257Xde_CH
dc.identifier.issn1472-1376de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/20421-
dc.description.abstractThis study aims to investigate the development of ‘marketing innovation’ defined as the implementation of new marketing practices involving significant changes in the design, distribution, promotion or pricing of a product or service. We conduct a systematic review to provide conceptual, methodological and thematic guidance for scholars interested in studying marketing innovation. Our findings suggest while marketing innovation is often merged with the dominant technological focus underpinning product or service innovation, there is a growing trend to consider the innovation potential offered by the development of new distribution channels, branding strategies, communication types or pricing mechanisms. Digitisation, a key driver for marketing innovation, enables new communication methods, branding strategies, offering designs, and transaction settings. There is a growing trend to focus on cocreation, service-dominant logic and user community perspectives.de_CH
dc.language.isoende_CH
dc.publisherRoutledgede_CH
dc.relation.ispartofJournal of Marketing Managementde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectInnovationde_CH
dc.subjectMarketing innovationde_CH
dc.subjectMarketing strategyde_CH
dc.subjectNew marketing Processde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleMarketing innovation : a systematic reviewde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
dc.identifier.doi10.1080/0267257X.2020.1774631de_CH
zhaw.funding.euNode_CH
zhaw.issue9-10de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end793de_CH
zhaw.pages.start763de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume36de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.webfeedW: Spitzenpublikationde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
Appears in collections:Publikationen School of Management and Law

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