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Kijek Tomasz (University of Life Sciences in Lublin, Poland)
An Empirical Analysis of the Relationship between Technological and Marketing Innovations : a Case of Polish Manufacturing Firms
Analiza empiryczna zależności między innowacjami technologicznymi a innowacjami marketingowymi na przykładzie polskich przedsiębiorstw przemysłowych
Acta Scientiarum Polonorum. Oeconomia, 2013, R. 12, nr 2, s. 15-25, tab., bibliogr. 28 poz.
Innowacje marketingowe, Przedsiębiorstwo przemysłowe, Innowacje, Technologia, Analiza empiryczna
Marketing innovations, Industrial enterprises, Innovations, Technology, Empirical analysis
streszcz., summ.
Artykuł podejmuje problematykę związaną z relacjami między innowacjami technologicznymi a innowacjami marketingowymi. W części teoretycznej opracowania przedstawiono definicje i charakterystykę innowacji marketingowych oraz wskazano na potencjalne zależności przyczynowo-skutkowe między decyzjami o wdrożeniu innowacji produktowych i procesowych a implementacją nowych metod w zakresie marketingu mix. W części empirycznej artykułu dokonano weryfikacji sformułowanych hipotez badawczych na podstawie danych pochodzących z badania aktywności innowacyjnej polskich przedsiębiorstw przemysłowych w latach 2008-2010. Wyniki badania wskazują na pozytywny wpływ skłonności do wprowadzania innowacji produktowych na aktywność przedsiębiorstw w zakresie stosowania innowacji marketingowych. Ponadto, czynnikami stymulującymi przedsiębiorstwa do implementacji zmian w metodach marketingowych okazały się nakłady inwestycyjne na zakup wiedzy ze źródeł zewnętrznych oraz nakłady inwestycyjne na marketing dotyczący nowych i istotnie ulepszonych produktów. (abstrakt oryginalny)

The article deals with the issue of the links between technological and marketing innovations. The theoretical part of the paper presents definitions and key features of marketing innovations, as well as it indicates the potential cause-effect relations between decisions to introduce process and product innovations and the implementation of new methods in marketing mix. The empirical part of the paper verifies formulated hypotheses using data derived from the survey on innovation activity of Polish manufacturing enterprises in the years 2008-2010. The results of research show the positive impact of propensity to adapt product innovations on marketing innovations activity of enterprises. Moreover, expenditures on acquisition of knowledge from external sources and expenditures on marketing for new and significantly improved products turned out to be factors stimulating enterprises to implement changes in marketing methods. (original abstract)
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