Research Article
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Year 2017, , 70 - 77, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.496

Abstract

References

  • Baregheh, A., Rowley, J., and Hemsworth, D. (2016). The effect of organisational size and age on position and paradigm innovation, Journal of Small Business and Enterprise Development, 23(3), 768 – 789.
  • Baregheh, A., Hemsworth, D. and Rowley, J. (2014). Towards an integrative view of innovation in food sector SMEs, The International Journal of Entrepreneurship and Innovation 15(3), 147-158.
  • Bublitz, M. G. and Peracchio, L. A. (2015). Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes, Journal of Business Resarch, 68, 2484-2493.
  • Francis, D. and Bessant, J. (2005). Targeting innovation and implications for capability development, Technovation, 25, 171-183.
  • Gopaldas, A. (2015). Creating firm, customer, and societal value. Toward a theory of positive marketing, Journal of Business Resarch.
  • Krush M. T., Pennington, J. R., Fowler III, A. R., and Mittelstaedt, J. D. (2015). Positive marketing: A new theoretical prototype of sharing in an online community, Journal of Business Resarch, 68, 2503-2512.
  • Lerman, D. and Shefrin H. (2015). Positive marketing: Introduction to the special section, Journal of Business Resarch.
  • Lüedeke-Freund, F., Massa, L., Bocken, N., Brent, A., and Musango, J. (2016). Business Models for Shared Value: Main Report. Available at: http://nbs.net/wp-content/uploads/NBS-SA_Main_Report-161128.pdf.
  • Mittelstaedt, J. D., Kilbourne, W. E., and Shultz II, C. J. (2015). Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars, Journal of Business Resarch, 68, 2513-2516.
  • Oke, A., Burke, G., and Myers, A. (2007). Innovation types and performance in growing UK SMEs, International Journal of Operations and Production Management, 27(7), 735-753.
  • Rowley, J., Baregheh A., and Sambrook, S. (2011). Towards an innovation-type mapping tool, Management Decision, 49(1), 73-86.
  • Stoeckl, V. E. and Luedickle, M. K. (2015). Doing well while doing good? An integrative review of marketing criticism and response. Journal of Business Resarch, 68, 2552-2463.
  • Şener, S. and Sarıdoğan, E. (2011). The effects of science-technology-innovation on competitiveness and economic growth. Procedia-Social and Behavioral Sciences, 24, 815-828.
  • Tidd, J., Bessant, J., and Pavitt, K. (2015). Managing Innovation: Integrating Technological, Market and Organizational Change Third Edition, John Wiley & Sons Ltd.
  • Proven Cause Marketing Examples, https://causegood.com/blog/cause-marketing-examples/,
  • About Tesla: Tesla’s mission is to accelerate the world’s transition to sustainable energy, https://www.tesla.com/about.
  • Plumpy’Nut® and the CMAM approach: how Nutriset's R&D has helped change the way to transform severe acute malnutrition, http://www.nutriset.fr/en/innovation/plumpynut-cmam-example.html.

WHY COMPANIES GO POSITIVE MARKETING INNOVATIONS: A NEW THEORETICAL PROTOTYPE FOR 4PS OF INNOVATION

Year 2017, , 70 - 77, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.496

Abstract

Purpose- Addressing
to the particular gap in the innovative marketing literature, which is  little is known about what the positive
marketing is, its nature and benefits, and how it works on the levels of
innovation (i.e. product, process, position, paradigm),  this study aims to: define and establish the
characteristics of a positive marketing practice; distinguish positive
marketing practices from other pro-social marketing concepts; discuss the role
of positive marketing on the innovation types. 

Methodology-
This paper explains the differences between positive marketing and other
pro-social marketing concepts and provides a conceptual model describing
positive marketing practices for the four types of innovation. The article also
elaborates on how positive marketing works using contemporary examples.

Findings- This paper
provides 1) a deeper understanding of what positive marketing is, 2) a
comprehensive literature review on positive marketing research, 3) an insight
for understanding how firms engage in positive marketing activities in their
innovation strategies.







Conclusion- This
article makes two conceptual advances toward a theory of positive marketing in
the innovation context. The article: 1) recognizes what constitute positive
marketing practices in contrast to other innovative marketing concepts, 2)
elaborates on how positive marketing practices work on the four levels of
innovation. Also, implications for practice are discussed. 

References

  • Baregheh, A., Rowley, J., and Hemsworth, D. (2016). The effect of organisational size and age on position and paradigm innovation, Journal of Small Business and Enterprise Development, 23(3), 768 – 789.
  • Baregheh, A., Hemsworth, D. and Rowley, J. (2014). Towards an integrative view of innovation in food sector SMEs, The International Journal of Entrepreneurship and Innovation 15(3), 147-158.
  • Bublitz, M. G. and Peracchio, L. A. (2015). Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes, Journal of Business Resarch, 68, 2484-2493.
  • Francis, D. and Bessant, J. (2005). Targeting innovation and implications for capability development, Technovation, 25, 171-183.
  • Gopaldas, A. (2015). Creating firm, customer, and societal value. Toward a theory of positive marketing, Journal of Business Resarch.
  • Krush M. T., Pennington, J. R., Fowler III, A. R., and Mittelstaedt, J. D. (2015). Positive marketing: A new theoretical prototype of sharing in an online community, Journal of Business Resarch, 68, 2503-2512.
  • Lerman, D. and Shefrin H. (2015). Positive marketing: Introduction to the special section, Journal of Business Resarch.
  • Lüedeke-Freund, F., Massa, L., Bocken, N., Brent, A., and Musango, J. (2016). Business Models for Shared Value: Main Report. Available at: http://nbs.net/wp-content/uploads/NBS-SA_Main_Report-161128.pdf.
  • Mittelstaedt, J. D., Kilbourne, W. E., and Shultz II, C. J. (2015). Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars, Journal of Business Resarch, 68, 2513-2516.
  • Oke, A., Burke, G., and Myers, A. (2007). Innovation types and performance in growing UK SMEs, International Journal of Operations and Production Management, 27(7), 735-753.
  • Rowley, J., Baregheh A., and Sambrook, S. (2011). Towards an innovation-type mapping tool, Management Decision, 49(1), 73-86.
  • Stoeckl, V. E. and Luedickle, M. K. (2015). Doing well while doing good? An integrative review of marketing criticism and response. Journal of Business Resarch, 68, 2552-2463.
  • Şener, S. and Sarıdoğan, E. (2011). The effects of science-technology-innovation on competitiveness and economic growth. Procedia-Social and Behavioral Sciences, 24, 815-828.
  • Tidd, J., Bessant, J., and Pavitt, K. (2015). Managing Innovation: Integrating Technological, Market and Organizational Change Third Edition, John Wiley & Sons Ltd.
  • Proven Cause Marketing Examples, https://causegood.com/blog/cause-marketing-examples/,
  • About Tesla: Tesla’s mission is to accelerate the world’s transition to sustainable energy, https://www.tesla.com/about.
  • Plumpy’Nut® and the CMAM approach: how Nutriset's R&D has helped change the way to transform severe acute malnutrition, http://www.nutriset.fr/en/innovation/plumpynut-cmam-example.html.
There are 17 citations in total.

Details

Journal Section Articles
Authors

Ali E. Akgun This is me

Halit Keskin

Hayat Ayar

Tuba Etlioglu This is me

Publication Date June 30, 2017
Published in Issue Year 2017

Cite

APA Akgun, A. E., Keskin, H., Ayar, H., Etlioglu, T. (2017). WHY COMPANIES GO POSITIVE MARKETING INNOVATIONS: A NEW THEORETICAL PROTOTYPE FOR 4PS OF INNOVATION. Journal of Business Economics and Finance, 6(2), 70-77. https://doi.org/10.17261/Pressacademia.2017.496

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