Natalia Medrano, María Cornejo-Cañamares and Cristina Olarte-Pascual
The purpose of this study is to explore the relationship between companies’ marketing innovation and environmental orientation and to determine how this relationship differs…
Abstract
Purpose
The purpose of this study is to explore the relationship between companies’ marketing innovation and environmental orientation and to determine how this relationship differs between manufacturing and service companies.
Design/methodology/approach
The study uses secondary data from the Technological Innovation Panel (PITEC) to look at 6,435 Spanish companies during the 2013-2015 period. To examine the contingency effect of the activity sector, the sample is divided into two subsamples: manufacturing companies and service companies. Partial least squares path modeling is used to test and validate the research model and proposed hypotheses.
Findings
The results show there is a statistically significant negative relationship between marketing innovation and environmental orientation. Significant differences were also found between manufacturing and service companies depending on the companies’ activity sector and size.
Practical implications
The analyzed manufacturing and service companies still use traditional marketing and have yet to embrace the “green marketing” or “marketing 3.0” concept. The marketing innovations a company undertakes should be positively, rather than negatively, related to its environmental orientation. In today’s companies, the two actions must go hand in hand.
Originality/value
Most studies on environmental orientation have focused on its relationship with technological innovation. In this sense, it is important to analyze its relationship with marketing innovation as well, as nowadays, when consumers are deciding between different companies’ products, they look for “companies with values.” Companies thus need to engage in environmentally oriented marketing innovation.
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Natalia Medrano and Cristina Olarte-Pascual
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).
Abstract
Purpose
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).
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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José M. Merigó, Anna M. Gil-Lafuente and Jaime Gil-Lafuente
This special issue of the Journal of Business & Industrial Marketing, entitled “Business, Industrial Marketing and Uncertainty”, presents selected extended studies that were…
Abstract
Purpose
This special issue of the Journal of Business & Industrial Marketing, entitled “Business, Industrial Marketing and Uncertainty”, presents selected extended studies that were presented at the European Academy of Management and Business Economics Conference (AEDEM 2012).
Design/methodology/approach
The main focus of this year was reflected in the slogan: “Creating new opportunities in an uncertain environment”. The objective was to show the importance that uncertainty has in our current world, strongly affected by many complexities and modern developments, especially through the new technological advances.
Findings
One fundamental reason that explains the economic crisis is that the government and companies were not well prepared for these critical situations. And the main justification for this is that they did not have enough information. Otherwise, they would have tried any possible strategy to avoid the crisis. Usually, uncertainty is defined as the situation with unknown information in the environment.
Originality/value
From a theoretical perspective, the problem here is that enterprises and governments should assess the information and the uncertainty in a more appropriate way. Usually, they have some studies in this direction, but many times, it is not enough, as it was proved in the last economic crisis.
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Developed collaboratively by the Caldas Coffee Growers’ Committee, the Government of Caldas, university institutions, government agencies and public and private companies, the…
Abstract
Developed collaboratively by the Caldas Coffee Growers’ Committee, the Government of Caldas, university institutions, government agencies and public and private companies, the Rural Education with New School Model is a pedagogical proposal that has brought formal education from pre-school to higher education to rural inhabitants of the department of Caldas, Colombia. The model aims to be flexible and adaptable to the circumstances of children, adolescents and young people in this region of the Eje Cafetero, stimulating the construction of life projects that facilitate and promote their permanence in rural territories. This chapter aims to provide an overview of the scope and limitations of the Escuela Nueva (EN) Rural Education Model in Caldas by describing the general characteristics of the EN, identifying particularities of its implementation and examining the testimonies of graduates of the University in the field. The primary information that feeds the study comes from interviews with young people in various rural localities in the Department of Caldas. The results of the study analyse the possibilities for educational inclusion that the Universidad en el Campo has opened up for young people, as well as the achievements and challenges faced by this model, which has sought to be replicated in other Colombian departments and even in other countries. This chapter’s findings highlight the importance of examining educational experiences developed at the departmental level and the fact that the Rural Education with New School Model offers continuity from pre-school to university level to rural children, adolescents and young people, following certain pedagogical principles. This is uncommon in urban and rural regions of Latin America.
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Maksim Blokhin, Natalia Zarubina, Pavel Mikhailik, Evgeniy Elovskiy, Yulia Ivanova, Francisco Javier González and Luis Somoza
This study aims to present the results of inductively coupled plasma mass spectrometry (ICP-MS) determination of economically significant metals including rare-earth elements and…
Abstract
Purpose
This study aims to present the results of inductively coupled plasma mass spectrometry (ICP-MS) determination of economically significant metals including rare-earth elements and Y (REY), Co + Ni + Cu obtained from the Fe-Mn deposits (FMD) of different areas selected along the Atlantic Ocean.
Design/methodology/approach
The description of the instrumental part of the analysis was shown in detail, including the choice of the acquisition mode and other settings of the quadrupole ICP-MS Agilent 7700x, which allow to eliminate spectral overlaps as much as possible and to achieve good precision and accuracy of the measurement. The accuracy of the obtained results was controlled by analysis of certified reference materials (CRM) of Fe-Mn nodules of the US Geological Survey – NOD-A-1 and NOD-P-1, as well as the Russian CRM samples of Fe-Mn nodule OOPE 603 (SDO-6) and ore crust OOPE 604 (SDO-7). Statistical processing of the analysis results demonstrated the acceptability of chosen sample preparation technique and ICP-MS tunes for the determination of REY in FMD.
Findings
The performed analytical research allowed giving a geochemical characteristic of studied FMD. The precision for the elements to be determined according to the relative standard deviation (RSD) was within 5.0%.
Originality/value
To move away from the subjective visual assessment of the analytical results quality in terms of absence (or presence) of the REE sawtooth distribution, an original objective mathematical method was proposed.