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Abstract:
It is well known that innovation has a significant impact on business performance, and for this reason, we are trying to find out what is the influence of a specific type of innovation, the marketing innovation, to the overall performance on an organization. The paper aims to contribute to the literature by providing a better understanding of the links between marketing innovation and market performance. We identified some of the useful elements and the main risks that need to be consider when discussing about implementation of the marketing innovation. For a better control of the marketing innovation performance, we proposed a set of measuring indicators. For a better connection with the practitioners in the field w conducted a survey where we test the importance of the indicators. The main idea behind this research is that marketing innovation is a prerequisite for improving market performance.
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