Organization’s capability to innovate is closely tied to its intellectual capital; yet, studies addressing this issue have neglected marketing innovation and have mostly focused on technological innovation. However, marketing innovation (i.e., innovation in pricing, product/service design and packaging, placement and promotion) can help attract customers and increase the demand of a firm’s products with a […]
Traditional intellectual capital (IC) frameworks are often too broad to provide actionable recommendations for managers. To overcome this limitation, it has been suggested that more contextually informed frameworks could be developed. Accordingly, the aim of this paper is to identify and classify the knowledge resources that shape IC in the marketing function, as well as […]