Although numerous studies explore innovation, most of them focus on technological innovations. It is currently … difficult to focus exclusively on products and processes when discussing innovation because new ideas can transform any part of … an organization’s value chain. Indeed, marketing innovation is essential for small and medium firms and its study is …

century, especially in fashion retail sector. The current paper is intended to map the current situation of the sector … competitive factor is the compliance with consumer needs. Furthermore, the research also points out that SME sector lag behind …