orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product … innovativeness as factors to leverage marketing performance. Five hypotheses were developed and tested in a sample frame of 121 SMEs …-resonance innovation capability in two folds. Firstly, a techno-resonance innovation capability is proved as a mediator of marketing …

prevailing organization's market orientation and marketing innovation activities. The sample of organizations consists of … and imports to GDP. This paper evaluates four types of marketing innovation activities (design, pricing, placing and … promotion methods) at the enterprise level as a factor of marketing capability. The analyzed sample consists of observations …

in determining rates of product and marketing innovations among farm-based agribusinesses. These findings further …

discussion in the paper on the customer value gaps in the process of marketing new products and explores the possible situations …

Objective: The study aimed to identify the marketing determinants of SMEs’ innovation ambidexterity and explore this … phenomenon in the firms from a post-transition Polish market. Specifically, market-sensing capability, entrepreneurial marketing … orientation, and marketing strategies were considered the possible determinants of innovation ambidexterity. The comparative …

Aim/purpose - Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure … literature. Findings - This article advances knowledge on the topic of fragrance marketing and proposes an integrative framework …. Originality/value/contribution - The study assists marketers in understanding the im- pact of olfactory marketing in increasing …

strategies-and innovation performance. The study finds that the relationship is mediated by founding-team marketing capabilities … suggest that an exploratory strategy improves the founding team's marketing capabilities, whereas an exploitative strategy … worsens these capabilities. Exploitative strategy and the founding team's marketing abilities are negatively affected by …