Premium
Entrepreneurial competencies and motivations to enhance marketing innovation in Europe
Author(s) -
CruzRos Sonia,
Garzón Dolores,
MasTur Alicia
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21042
Subject(s) - marketing , qualitative comparative analysis , business , entrepreneurship , competitive advantage , computer science , finance , machine learning
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.