The Innovativeness manifestation in the Marketing Strategy Process
A Case Study
DOI:
https://doi.org/10.18568/ijbmkt.3.2.52Keywords:
Innovation, Marketing Strategy Process, Case Study, Small firmsAbstract
Several studies in the marketing field defend that companies need to develop an innovation culture (innovativeness) in order to improve their marketing activities, and consequently their innovation results. However, most of these studies, based on quantitative methods, found contradictory relations and incomplete answers for an analysis of phenomena with quite complex nuances, such as innovation and marketing. In this sense, the present study objective is to understand how innovation manifests in the marketing strategy process, through a qualitative research methodology. The single case study method was chosen, and the research was developed at a small architecture office at Curitiba-PR. The research findings suggest that the innovativeness present in small and medium-sized companies is centered on the owners’ figure. It was discovered that the innovativeness manifestation in the marketing strategy process occurs through the activities of situation analysis, functional integration and communication. No evidence was found to support other manifestations highlighted in the marketing literature. The present study contributes to a better understanding of how cultural aspects related to innovation can foster marketing activities in small firms.
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