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RESEARCH PRODUCT
Entrepreneurial competencies and motivations to enhance marketing innovation in Europe
Dolores GarzónAlicia Mas-turSonia Cruz-rossubject
MarketingEntrepreneurshipMarketing innovationKnowledge managementbusiness.industryQualitative comparative analysis05 social sciencesCompetitive advantageMarketing strategyMarketing management0502 economics and business050207 economicsMarketingMarketing researchbusinessGoal setting050203 business & managementApplied Psychologydescription
Global Entrepreneurship Monitor (GEM) country profile variables were analyzed using qualitative comparative analysis (QCA). This analysis identified which combinations of entrepreneurs’ competencies and motivations boost marketing innovation. Marketing innovation contributes to defining and reinforcing competitive advantages, goal setting, and business performance. The findings of this study can help policymakers design strategies to foster regional marketing innovation and economic growth.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-10-10 | Psychology & Marketing |