Entrepreneurial competencies and motivations to enhance marketing innovation in Europe

Abstract Global Entrepreneurship Monitor (GEM) country profile variables were analyzed using qualitative comparative analysis (QCA). This analysis identified which combinations of entrepreneurs’ competencies and motivations boost marketing innovation. Marketing innovation contributes to defining and reinforcing competitive advantages, goal setting, and business performance. The findings of this study can help policymakers design strategies to foster regional marketing innovation and economic growth.

http://onlinelibrary.wiley.com/resolve/doi?DOI=10.1002%2Fmar.21042

Source: Psychology and Marketing - October 10, 2017 Category: Psychiatry & Psychology Authors: Sonia Cruz ‐Ros, Dolores Garzón, Alicia Mas‐Tur Tags: RESEARCH ARTICLE Source Type: research

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