The effects of the crisis on marketing innovation: an application for Spain

This study aims to identify the structural features of companies that have implemented marketing innovations at two different points, 2008 and 2010 (before and during the crisis).

The sample, obtained from the Technological Innovation Panel, consists of two subsamples of 9,415 enterprises each. The information was processed using a binomial logit model, parametric and non-parametric tests for independent samples and a test of structural stability.

Differences were found in the results from 2008 and 2010: enterprises in Spain were less likely to implement marketing innovations in 2010 than in 2008; the effect of an enterprise’s size on how likely it was to innovate in marketing decreased by more than half between the two periods; the likelihood of innovating in marketing increased in enterprises that also pursued organizational innovations; and in contrast to 2008, in 2010, the enterprises that were most likely to innovate in marketing were those that exported to countries outside the European Union. These findings show that innovation is part of the business ethos and that public policies that support exports can also foster innovation.

Marketing innovation has received little attention in the literature. We believe that marketing innovation can help to improve an organization’s results, even in times of economic crisis.