Title: Retail marketing innovation in Spain

Authors: Natalia Medrano-Sáez; Mª Cristina Olarte-Pascual

Addresses: Department of Economics and Business Studies, University of La Rioja, C/ La Cigüeña 60, 26004 Logroño, Spain ' Department of Economics and Business Studies, University of La Rioja, C/ La Cigüeña 60, 26004 Logroño, Spain

Abstract: This paper presents a study carried out on innovation within the field of retail marketing. It arises from the limited scientific literature on the subject, given the significant current interest in marketing innovation as a possible solution to confront the new competitive scene in the current economic and social climate. The database utilised was provided by PITEC 2008 (June 2010). The main findings highlight that retail marketing innovation is in an initial phase; turnover, export activities and internal R&D appear to be the characteristics that make retailers more likely to develop marketing innovations.

Keywords: marketing innovation; retailer; design innovation; promotion innovation; place innovation; price innovation; Spain; retail marketing; turnover; export activities; internal R&D; research and development.

DOI: 10.1504/IJIL.2013.056238

International Journal of Innovation and Learning, 2013 Vol.14 No.3/4, pp.453 - 472

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 15 Aug 2013 *

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