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Ideas and Implementation: The Effective Implementation of Novel Marketing Programmes in Small‐ to Medium‐Sized Greek Firms
Author(s) -
Zampetakis Leonidas A.,
Gruys Melissa L.,
Dewett Todd
Publication year - 2014
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/caim.12060
Subject(s) - creativity , novelty , marketing , business , path analysis (statistics) , conceptual framework , knowledge management , computer science , psychology , sociology , social psychology , machine learning , social science
The purpose of the present study is to identify the potential contribution that a firm's climate supporting creativity can make towards understanding the effective implementation of novel marketing programmes. Specifically, a conceptual model is developed and empirically tested with B ayesian path analysis, using data obtained from managers of 87 G reek firms. Results suggest that a firm's climate that supports creativity has an indirect effect on marketing programme implementation effectiveness through marketing programme novelty. Additionally, climate for creativity moderates the relationship between marketing programme novelty and marketing programme implementation effectiveness such that the indirect effect of climate for creativity on marketing programme implementation effectiveness was found significant for levels of climate moderate to low, but not when the level of climate for creativity was high. Recommendations for further research are discussed.