Concept selected: Marketing and brand equity activities as an innovation activity
- Definition
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Marketing activities for existing products are only innovation activities if the marketing practice is itself an innovation. For many companies only a small fraction of marketing expenditures is likely to be linked to product innovations introduced within the observation period. Relevant innovation activities include preliminary market research, market tests, launch advertising, and the development of pricing mechanisms and product placement methods for product innovations. In some cases, the advantages of a business process innovation could also be marketed, for instance if the business process innovation has environmental benefits or improves product quality.
- Source
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Statistics on R&D activities and Tecnological innovation in companies survey. Methodology
- Topic
- Statistical operations (links to the Inventory of Statistical Operations)
- Concepts associated
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There are no related concepts