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

Year 2017, , 70 - 77, 30.06.2017

Ali E. Akgun Halit Keskin , Hayat Ayar , Tuba Etlioglu

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. 

Keywords

Positive marketing, innovation, types of innovation, innovative marketing

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