ICT use in marketing as innovation success factor

Purpose – This paper seeks to explore the role that Information and Communication Technologies (ICT) plays in the processes of product innovation and marketing – as an element that strengthens the cooperation and communication among agents within the innovation project, reducing the obstacles to innovation and enhancing the development of differentiated products as well. Design/methodology/approach – The study of a sample of 2,038 companies from all sectors of economic activity in Catalonia allows the contrast of initial hypotheses and establishes a profile of an innovative company based on the significant relationships that exist between innovation and ICT use in marketing and cooperation. Findings – Two ideas stand out from the analysis. First, intensive ICT use in marketing makes the company more innovative, as it perceives that its usage breaks down barriers to innovation and speeds up processes that in turn become more efficient. Second, increasing ICT use in marketing encourages company predisposition to collaborate with and integrate particular agents within the business environment in the development of the innovation process, improving the degree of adaptation of the new product to market demands. Research limitations/implications – The use of dichotomic scales to measure variables, or restricting the study sample to any type of new product regardless of its degree of novelty or intangibility in company and market terms perhaps limits the usefulness of the paper. Practical implications – The study shows the relationship between ICT use, cooperation and the innovation process. Originality/value – This study offers important contributions, and draws conclusions for those directors involved in the development of new products. A new framework is presented for identifying the role that intensive ICT use in marketing plays as an element that strengthens the cooperation and communication relationships in new product development processes. On the other hand, the application of the CHAID analysis allows us to identify the principal traits that define an innovation company.