Marketing Innovation Capability

Drawing on an extensive literature review, in-depth interviews with marketing and innovation managers and consulting experience concerning innovations in marketing, a multidimensional construct for marketing innovation capability is established. Furthermore, important organizational antecedents for marketing innovations are identified, which are assumed to encourage marketing innovation capability as well as contribute directly to marketing innovativeness. Empirical data from chief marketing officers will be used to empirically verify that the identified dimensions of marketing innovation capability and its antecedents are an important source of competitive advantage. Additionally, the impact of potential environmental moderators will be tested