Increasing competitiveness through marketing innovation: An examination of resource-based view and institutional theory-related factors in international contexts
Mehmet Civelek, Lukáš Durda, Roman Hlawiczka, Ludovit Hajduk, Roman Hruška
Klíčová slova
financial management, marketing innovation, resource-based view, institutional theory, country-level differences
Abstrakt:
Firms apply marketing innovation (MI) activities to draw customers’ attention and to gain a competitive advantage against their rivals in different markets. However, enterprises’ differing resources and capabilities, along with varying institutional environments across markets, might cause different MI outcomes. In this regard, this paper identifies country-level differences in the impact of innovation orientation (INO), family financial capital (FAFIC), political (POLE), economic (ECE), and legal environments (LEGE) on the MI of 1,367 firms from four European countries. While INO and FAFIC are the factors identified as firms’ resources and capabilities in the resource-based view (RBV), POLE, ECE, and LEGE are the pillars of institutional theory. We used a purposive sampling method based on job status, considering the survey participants’ roles in MI-related business activities. We also generated an online survey to collect research data. Then, ordinal logistic regression analyses were performed for analysis purposes. The results of this paper prove country-level differences in the effect of INO, FAFIC, POLE, and LEGE on MI, while the impact of ECE on MI does not differ depending on the countries where businesses operate. Cultural characteristics and the business environment of various countries might be the reasons for the findings. Since this paper conceptualizes the determinant factors of MI in different countries and provides various MI practices that increase the competitiveness of businesses in a multi-country context, policymakers, firms, and academicians can benefit from the arguments of this comprehensive study.
Celý článek ke stažení:
 Increasing competitiveness through marketing innovation: An examination of resource-based view and institutional theory-related factors in international contexts [PDF soubor] [Velikost souboru: 792.28 KB]
 10.7441/joc.2025.04.03
Civelek, M., Durda, L., Hlawiczka, R., Hajduk, L., & Hruška, R. (2025). Increasing competitiveness through marketing innovation: An examination of resource-based view and institutional theory-related factors in international contexts. Journal of Competitiveness, 17(4), 65-91. https://doi.org/10.7441/joc.2025.04.03
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