Market Innovation Research Articles

«Smart» agriculture of the Community of Latin American and Caribbean States

The article analyzes the state of smart agriculture of both the world community and the Community of Latin American and Caribbean States. Quantitative indicators characterizing the shares of leading agricultural technology innovations in the agricultural solution market are given. Quantitative data on the forecast market value of smart agriculture worldwide from 2020 to 2026 and the forecast market value of smart agriculture worldwide by application in 2020 and 2026 are also provided. The author investigates the role of agriculture in the Latin American region's economy and its contribution to global agricultural production. The main trends in the implementation of smart agriculture solutions and the main challenges hindering their widespread deployment in Latin America and the Caribbean are examined. Furthermore, the author considers separately the main solutions that are already in use in the regional countries and gives a brief description of their intended use and of the objects their influence is directed to. Moreover, the results of their use are stated. In conclusion, recommendations for the implementation of smart agriculture projects in the Latin American region are given.

Marketing to End War, Create Peace, and Enhance Sustainable Well-Being: Introduction to the Special Issue

Responsible marketing, policy, and consumer behavior are integral to ending wars, creating peace, and enhancing sustainable well-being. This editorial commentary introduces and provides an overview of a special issue comprising marketing research intended to prevent or ameliorate negative consequences from war and other forms of violent conflict. It features 11 scholarly articles by globally dispersed scholars using a range of methodologies at various levels of analysis. These distinguished researchers were motivated by keen awareness of and deep abhorrence for the deleterious effects of systemic violence, as well as by examples of policies implemented and products and services that have brought relief to the devastated and dispossessed. This compendium makes clear that marketing scholarship and practice can be effective in advancing well-being for populations suffering from systemic violence and related destruction, deprivation, and uncertainty. The scholarship is timely and compelling, as war and other forms of violent social conflict continue to inflict great harm on people, societies, countries, and our planet; it makes tangible a shared belief that constructive engagement via coordinated policy and marketing innovations can help end and mitigate conflict, and is vital to creating and sustaining peace and prosperity.

Book review: Marketing of high-technology products and innovations

Book review: Marketing of high-technology products and innovations

Innovating with impact: CEO attributes and their influence on firm innovation in Australia

PurposeThis study examines the influence of CEO characteristics on firm innovation within the Australian market, using R&D expenditure as a proxy for innovation. The aim is to analyze how factors such as CEO gender, educational background and dual roles (CEO-chairman) impact firms' R&D investment across various industries.Design/methodology/approachPanel and Tobit regression models are employed to assess the relationship between CEO characteristics and R&D expenditure. The study controls for endogeneity and applies firm-level control variables to ensure robustness, examining CEO traits like gender, educational qualifications and CEO-chairman duality.FindingsThe study reveals that CEO gender and educational level significantly impact firm innovation, particularly R&D expenditure, compared to other characteristics like CEO-chairman duality. Female CEOs and those with PhD degrees are associated with higher R&D spending, with variations across industries such as basic materials and healthcare.Research limitations/implicationsThe study is limited by its focus on Australian firms and the time span of 2006–2016. Additionally, mixed results for CEO-chairman duality and CEO location may reduce the generalizability of the findings across all industries on the ASX.Practical implicationsThe findings highlight the importance of gender diversity and CEO education in driving firm innovation. Companies aiming to enhance competitiveness and performance through R&D activities, especially in industry-specific contexts, should consider these CEO characteristics.Originality/valueThis study provides novel insights by analyzing the impact of CEO characteristics, such as gender and education level, on firm innovation in the underexplored Australian market. By using R&D expenditure as a proxy for innovation and employing both panel and Tobit regression models, it highlights the significance of CEO traits, particularly in specific industries. The findings emphasize the stronger influence of CEO gender and educational level compared to CEO-chairman duality and location, offering valuable implications for gender diversity and industry-specific innovation strategies in enhancing firm competitiveness.

Innovations and long-term international growth in born globals

The aim of this study is to investigate how innovations by born global firms influence their long-term international growth. In the early stages, an entrepreneur with a global mindset, who drives product and market innovations—such as developing a unique product and engaging with multiple customers and markets in an innovative, resource-efficient way—plays a key role in driving initial international expansion. This is achieved by rapidly entering multiple markets and leveraging economies of scope. In later stages, management decisions to invest in process innovation—creating an agile organization that operates independently of direct management oversight, focusing on strategic markets, investing in branding and digital marketing, and insourcing strategic activities to enhance control and economies of scale—contribute to sustained international growth. This study supports and extends theories that suggest organizations can be consciously developed and orchestrated through the intentional choices and actions of entrepreneurs.

Pengaruh Komunikasi dan Konten Media Sosial Instagram Terhadap Keputusan Pembelian di Sage Dish

The current technological development accelerates innovations in marketing, especially through sosial media, which enables companies to interact more directly with consumers and influence their decisions. This research was conducted to determine the impact of communication and Instagram sosial media content on purchasing decisions at Sage Dish. The method used in this study is a quantitative approach with non-probability sampling techniques through purposive sampling. The population in this study involved Instagram followers who have previously purchased products at Sage Dish. A sample of 210 followers was used, calculated using Slovin's formula. Data collection was carried out by distributing questionnaires and processed using Partial Least Squares 3 (PLS3). The analysis results show that both simultaneously and partially, communication and Instagram sosial media content have a significant influence on purchasing decisions at Sage Dish.

Enterprise Innovation Decision-Making Towards Green and Sustainability from the Perspective of Cognitive Innovation

Although numerous current studies on green consumption and sustainable enterprise development have been carried out, the majority of them examined the issues from customers' viewpoints. This study aims to explore the mechanism that shapes firm innovation decision-making in the context of green and sustainable development from the perspective of business awareness under the impact of customer expectations. The study conducted an online survey (via Google Forms) with the participation of 301 employees from different enterprises in the Mekong Delta, Vietnam. To restrict the common method biases, Cronbach’s alpha was checked by using SPSS to ensure the reliability of the initial scales. Based on a deductive approach and testing hypotheses through evaluating the measurement model and structural model using SmartPLS software, the research results determined the mechanism of forming firm innovation decisions in this study via the impact of customer expectations as a stimulating factor leading to awareness of innovation. Customer expectations were positively associated with perceived marketing innovation. Perceived marketing innovation was not only positively associated with perceived process innovation but also related to firm innovation. Similarly, perceived process innovation was significantly positively associated with firm innovation. In alignment with research findings, significant practical and academic contributions were also proposed. Doi: 10.28991/ESJ-2024-08-06-013 Full Text: PDF

Cara Wirausaha Muda Menghadapi Tantangan di Era Digital

Rapid developments in the digital era offer vast opportunities for young entrepreneurs, while also bringing complex challenges. Technological advances have opened up opportunities for wider access to information and markets. However, the challenges of fierce competition and changing technological dynamics are the main obstacles that need to be overcome. Young entrepreneurs must have the ability to adapt to the latest technological developments, such as digital marketing and artificial intelligence, while understanding how consumption patterns are changing with greater emphasis on convenience and personalization. However, overcoming dependence on digital platforms and resource limitations need to be overcome. In overcoming this situation, young entrepreneurs need to use technology to increase efficiency, be creative in creating new products and services, as well as expand networks and collaborate strategically. By managing finances wisely and being able to adapt to changes, it is hoped that young entrepreneurs can continue to exist and grow, and achieve success in an ever-changing global market, Young entrepreneurs in the digital age face big challenges along with advances in technology and changes in consumer behavior. However, with the right strategy, these obstacles can be turned into opportunities for growth and success. Utilizing technology, product innovation and digital marketing can increase efficiency, reach a wider market and increase profits. The ability to overcome digital challenges well opens up opportunities for young entrepreneurs to dominate the market, improve business reputation and achieve long-term growth. Adapting to change quickly will increase competitiveness and support sustainable growth.

Sustainable Entrepreneurship Development Training for Sindangheula Community in Utilizing Village Potential

Sindangheula Village is one of the villages in Indonesia that has great local economic potential, especially as a center for producing broomsticks. However, although broomstick production in Sindangheula Village has great market potential, business management and development still face various challenges, especially in terms of product innovation, business management, and effective marketing strategies. Based on these potentials and challenges, this study aims to measure the extent to which this training has an impact on improving the economic and social welfare of the village community. The community service method used in sustainable entrepreneurship training in Sindangheula Village consists of initial observation, theory and practice training, business mentoring, and evaluation. The implementation of the community service program in the form of sustainable entrepreneurship training for the Sindangheula Village community has had a positive impact, namely increasing community understanding of entrepreneurship, technical skills, product innovation, and digital marketing strategies. With the formation of business groups, collaboration occurs between community members in the production process, distribution, and product marketing.

Analysis of Digital Banking Product Marketing Strategies in Enhancing Business Performance (Case Study at Bank BJB)

This study investigates the marketing strategies of digital banking products at Bank BJB, aiming to enhance business performance amid increasing competition in Indonesia's banking sector. The introduction outlines the significant transformation in the banking industry due to the rise of digital banking and fintech, emphasizing the necessity for banks to innovate to attract tech-savvy customers, particularly millennials and Generation Z. The research method employed a qualitative approach, utilizing in-depth interviews and document analysis to assess the effectiveness of Bank BJB's marketing strategies, particularly through its BJB Digi application. Results indicate that while Bank BJB has leveraged regional partnerships and diversified its digital services, it faces challenges such as suboptimal user experience and limited market penetration outside its core areas. The discussion highlights the need for improved marketing strategies to enhance customer engagement and business performance. In conclusion, the study recommends that Bank BJB focus on technological innovation, strategic collaborations, and aggressive marketing efforts to strengthen its competitive position in the digital banking landscape, thereby optimizing its service offerings andexpanding its customer base

Implications of Digital Operations Management Strategies for Chinese Retail-based Service Companies A Case Study of Service-oriented Companies Starbucks

Under the impetus of digitalization, China's retail service industry can no longer achieve higher development through traditional operation and management modes, so it is necessary to explore digital operation and management strategies that are suitable for China in the wave of the development of digital economy. This paper takes Starbucks, a global coffee chain, as an example to explore the favorable reference and inspiration provided by the digital operation management strategy to Chinese retail service enterprises. By analyzing the main reasons that motivate Chinese retail-based service enterprises to undergo digital transformation, and using Starbucks' digital transformation strategy as a case study, this paper concludes that Chinese service-oriented retail enterprises have to follow the development mode of integrating online and offline in digital transformation. China's retail-based service industry can mainly start from four major aspects in the process of digital transformation, namely, the inclusion of digital technologies, optimisation of supply chain management, innovation in marketing, and establishment a new talent training model. To promote the continuous development and innovation of the enterprise through the adoption of concrete and implementable measures.

The Impact of Russia-Ukraine Conflict on the Sales of Electric Vehicles in China

The Ukraine conflict has had a unique impact on EV sales growth in China, a key market for EV innovation and adoption. This study explores the correlation between geopolitical tensions and the surge in EV sales in China. Utilizing time series analysis methods, this paper assesses EV sales trends before and during the conflict. Coincidentally, the findings suggest that the conflict is driving growth in EV sales, likely due to a combination of factors, including increased awareness of energy security, a shift to sustainable transportation, and government incentives aimed at supporting the domestic EV industry. Quantitative analysis using an ARIMA model reveals that EV sales experienced an estimated increase of approximately 15% within the first six months following the onset of the conflict compared to pre-conflict projections. This significant uptick underscores how external geopolitical events can catalyze shifts in consumer behavior toward more sustainable alternatives. While sales are growing, the study also points to potential challenges such as supply chain disruptions and rising costs that could impact long-term growth. These challenges highlight the complex interplay between global political events and domestic market trends. The findings advise policymakers and industry players to remain vigilant and proactive to ensure continued growth in Chinas EV industry amidst these evolving dynamics.

TRANSFORMATION OF LOGISTICS THROUGH THE INTERNET OF THINGS IOT: CHALLENGES AND OPPORTUNITIES

The transformation of logistics through the Internet of Things (IoT) represents a significant step forward in the efficiency and competitiveness of supply chains. This article explores the fundamental definitions of logistics and IoT, highlighting the importance of logistics in the global economy. Current applications of IoT, such as asset tracking, inventory management, and predictive maintenance, are discussed, as well as challenges faced in implementation, such as costs, data security, and integration of legacy systems. On the other hand, opportunities provided by IoT include improvements in operational efficiency, customer experience, and market innovation. Case studies exemplify the practical application of IoT in companies such as Amazon, DHL, and Walmart. The article also discusses future trends, such as the integration of IoT with emerging technologies and the development of autonomous vehicles. It concludes with guidelines for companies wishing to implement IoT solutions in logistics, emphasizing the importance of careful evaluation and continuous innovation. This analysis highlights the transformative potential of IoT in logistics, offering a path for significant and sustainable improvements in the sector.

The Contribution of Total Factor Productivity on Economic Growth in Selected Southeastern European Countries

This paper delves into the impact of capital accumulation, effective employment, and total factor productivity (TFP) on the economic growth of five Southeastern European countries: Albania, Croatia, North Macedonia, Serbia, and Slovenia. The examination is based on the Solow-Swan neoclassical growth model and the Cobb-Douglas production function, which dissects economic growth into capital, labour, and productivity inputs. The analysis pays particular attention to the growth dynamics of North Macedonia over the entire period (1998-2019) and two sub-periods (1998-2008 and 2009-2019). The article seeks to provide a comprehensive evaluation of the primary drivers of economic growth in Southeastern European countries, emphasising the evolving roles of capital, labour, and productivity over time. Through a detailed analysis of these determinants, the study offers insights into the necessary policy actions to ensure sustainable long-term growth, especially in transition economies. The empirical analysis utilises the growth accounting framework and employs regression analysis to estimate the output elasticities of capital and labour inputs. The data analysis covers the period of 1998-2019, specifically focusing on two sub-periods to investigate shifts in growth drivers over time. Each factor's contributions are presented in absolute terms (percentage points) and relative terms (percentages) to provide a comprehensive understanding of their roles. The findings indicate that capital accumulation has been the predominant growth driver in most countries, especially Albania, Croatia, and North Macedonia. However, in Serbia and Slovenia, total factor productivity (TFP) played a more significant role, contributing substantially to growth. In North Macedonia, TFP showed strong contributions during 1998-2008 but declined sharply in 2009-2019, leading to increasing reliance on capital and labour inputs for growth. This study is valuable in emphasising the shift in growth drivers over time and highlighting the importance for Southeastern European countries to concentrate on productivity enhancements, innovation, and labour market reforms to sustain long-term growth. These findings provide significant insights for policymakers seeking to improve economic performance in transition economies.

Pelatihan Inovasi Trichokompos Limbah Kulit Kopi (TRICHOLIKO) Berbasis Agropreneurship bagi Petani Muda Enrekang

This community service programme aims to increase the knowledge and skills of young farmers in Enrekang in processing Trichocompost from coffee skin waste (Tricholiko) as organic fertilizer. The programme involved the Tunas Muda Kreatif Farmer Group located in Salowo Hamlet, Curio Village, Curio Sub-district, Enrekang Regency, South Sulawesi. Although the group already had products such as plant seeds, Sinar Benteng Arabica coffee, and Trichokompos, they faced various challenges in business development, including: a) lack of socialization on the use of Tricholiko in coffee and pepper intercropping systems, b) absence of demo plots to test the effectiveness of Trichokompos on pepper plants, and c) limited knowledge and skills in entrepreneurial management innovation and product marketing. The methods used in this programme included training and mentoring in the Trichokompos production process, with stages including: 1) entrepreneurship training and workshop, 2) training on Trichoderma sp. propagation and Tricholiko production, 3) making demo plot of Trichocompost application, and 4) assistance in product packaging. Evaluation was conducted using pre-test and post-test questionnaires and direct observation in the process of making Trichocompost. Data were analyzed descriptively to assess the improvement of knowledge and skills. The results of the service showed a significant increase in the knowledge and skills of young farmers in the production of Trichocompost, as well as an increase in partner independence in producing Tricholiko with greater yield and quality than before.

The impact of dynamic marketing capabilities (DMCs) and strategic information management (SIM) on international start-up success: A meta narrative analysis

The success of international startups is profoundly influenced by their adeptness in utilizing dynamic marketing capabilities (DMCs) and strategic information management (SIM) to achieve competitive advantage and sustainable growth in global markets. This research examines the effects of these crucial elements on the success of international startups through a meta-narrative analysis. By synthesizing findings from 20 articles published in Scopus-indexed journals between 2020 and 2024, we aim to provide an in-depth understanding of the interaction between DMCs and SIM and their impact on startup performance in global markets. The research design includes an extensive review and synthesis of the literature on DMCs and SIM, emphasizing their importance in improving startup agility, market responsiveness, and strategic decision-making. Our findings suggest that startups are proficient in DMCs, such as adaptive market orientation and innovative marketing strategies, alongside robust information management systems, demonstrating higher success rates, accelerated growth, and a sustained competitive advantage in international markets. These insights highlight the pivotal role of integrating marketing dynamism with SIM for startup success. The global implications of this study suggest that international startups must prioritize the development of these capabilities to navigate the complexities of global markets effectively and ensure long-term viability. This research underscores the critical importance of strategic investments in marketing and information management to foster startup success globally.

ANALISIS STRATEGI BAURAN PEMASARAN PADA PERUSAHAAN PRODUKSI SUSU DAN MAKANAN DI ERA INDUSTRY 4.0

The Industrial Revolution 4.0 has driven a digital transformation that has brought significant changes across various sectors, including marketing. This study explores the marketing mix strategies employed by PT Cimory to address the challenges and opportunities of the Industry 4.0 era. With rapid technological advancements and the dynamic nature of consumer behavior, it is crucial for companies to adapt and innovate. This study aims to analyze how PT Cimory leverages the components of the marketing mix—product, price, place, and promotion—to enhance its market share and competitive advantage. The research adopts a qualitative design, utilizing secondary data from PT Cimory's annual reports, journal articles, and online media sources. The findings indicate that PT Cimory's strategic integration of technological advancements and innovative marketing approaches has significantly influenced consumer behavior and purchasing decisions, thereby strengthening its market position.

International Entrepreneurial Spin-Offs: An Ambidextrous Approach to Internationalization

Abstract This article investigates the internationalization process of incubating, parenting, and eventually spinning-off overseas entrepreneurial ventures originating from emerging markets. In a comparative case study of Chinese high-tech firms, we leveraged multiple sources of data to reveal (1) how the exploitation of parent firms’ technological and platform resources enables them to initiate, support, and eventually profit from the international growth of foreign ventures that autonomously engage in the exploration of product and market innovations, and (2) how ambidextrous synergy was created through the continuous exchange, combination, and reconfiguration of knowledge and resources between parent firms and foreign ventures. These findings extend our understanding of how Chinese high-tech firms manage the learning process in overseas venturing. We draw implications of these findings for research and practice.

Cash flow modeling in the open innovation market system

The process of innovation activity is considered from the point of view of agency presence. The open innovation market system is described, including an investor, a developer and a user. The cash flows between the specified agents of the system, arising in the process of creating and commercializing an innovative product, are considered. For each agent, a profit function has been developed, which is a criterion for its optimal activity. An economic and mathematical model has been developed that describes the interaction of agents in the system.

Enhancing Sales Volume to Optimized Retail Marketing Strategy: Case Study on MSMEs Retail in Bantul, Yogyakart

The retail industry in Indonesia has experienced significant growth, particularly with the increasing presence of modern retail chains that challenge the sustainability of local Micro, Small, and Medium Enterprises (MSMEs). MSMEs in the retail sector, especially in regions like Bantul, Indonesia, face mounting competition from these larger and better-funded players. This study investigates how MSMEs can enhance their sales volume by adopting more effective retail marketing strategies. Grounded in marketing theory, specifically the principles of modern merchandising, category management, pricing, promotion, and supplier relationship management, this research aims to determine the strategies that are most impactful for MSME retailers in a competitive market. Using a qualitative case study methodology, data were collected from interviews with MSME owners, direct observations, and sales data analysis of selected retailers in Bantul. The findings reveal that MSMEs implementing modern marketing techniques, such as improved merchandising displays, competitive pricing strategies, and strategic supplier negotiations, were able to increase their sales volumes despite facing strong competition from established retail chains. Furthermore, businesses that incorporated digital tools for promotions and customer engagement saw a noticeable improvement in customer loyalty and sales growth. In the discussion, the study emphasizes that while the adoption of modern retail strategies is critical, MSMEs still face challenges such as limited financial and technological resources, which hinder their ability to fully compete with larger retailers. Nonetheless, the findings demonstrate that targeted marketing strategies, particularly in supplier relationships and pricing techniques, offer MSMEs a sustainable path to growth. The study concludes that for MSMEs to thrive in the competitive retail environment, they must adopt a hybrid approach that combines traditional retail techniques with modern marketing innovations. Future research should focus on the role of digital transformation in further enhancing the competitiveness of MSMEs in the retail sector. Keywords: Sales Volume, Retail Marketing, MSMEs