Purpose: The Innovation (INNOV) process is considered as a driver to increase the competitiveness in the Digital Marketing (DM) sector; however, many firms ignore how their own DM resources and capabilities affect the INNOV process. So, through a DM-INNOV proposed conceptual model, the aim of...

Introduction: This paper is aimed to determine the relationship between the competitiveness model of Mexico (NCM) and a proposal for a digital marketing innovation model (DMIM). This is of special value for SME experts and academics, both related to the practice of digital marketing, in order to...

Objective. It is to propose a construct relating three previously published models of: leadership style, e-leadership skills and digital marketing innovation, as a construct to disclose how are their relationships dependent to the manager´s gender, for improving their SMEs digital marketing...