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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/20803

Title: Marketing innovation in rural small food industries in Iran
Authors: Soltani, S.
Azadi, H.
Hosseini, S.J.F.
Witlox, F.
Van Passel, Steven
Issue Date: 2015
Citation: Journal of food products marketing, 21 (5), p. 533-551
Abstract: Marketing innovation is essential for small industries to transform products into profit; therefore, understanding its nature and determinants is of utmost importance. This study aimed at understanding marketing innovation and its determinants in the 60 small food industries in the rural areas of Tehran province, Iran. Using a census sampling method, 111 managers of these firms were interviewed. Results showed that the firms’ performance in marketing innovation is generally weak, and a higher level of radical innovation in marketing is perceived compared to the incremental innovation. Also, a cause-and-effect relationship exists between both product and organizational innovations and marketing innovation. Furthermore, while incremental marketing innovation was negatively influenced by formal R&D unit, product diversification, and the manager’s years of experience, radical marketing innovation was affected by the capacity of production, product diversification, and managers’ age and education. The study concluded that in order to boost marketing innovation, innovation should be made also in products and organization. In addition, in order to facilitate the process of marketing innovation, practical and updated training for managers encouraging incremental innovation in marketing, product diversification, and improving R&D activities in the studied firms should be regarded.
Notes: Address correspondence to Hossein Azadi, Department of Geography, Ghent University, Krijgslaan 281 (S8), 9000 Gent, Belgium. E-mail: hossein.azadi@ugent.be
URI: http://hdl.handle.net/1942/20803
DOI: 10.1080/10454446.2015.1041196
ISSN: 1045-4446
Category: A1
Type: Journal Contribution
Validation: vabb, 2017
Appears in Collections: Research publications

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