Table of Contents

Restoring America’s Global Competitiveness through Innovation

Restoring America’s Global Competitiveness through Innovation

New Horizons in International Business series

Edited by Ben L. Kedia and Subhash C. Jain

Though we live in an era of rapid innovation, the United States has introduced comparatively few commercial innovations within the past decade. Innovation shortfall contributes to weaker trade performance, decreased productivity growth, lower wages and many other economic woes. This study provides insightful recommendations for developing enhanced innovation efforts that could help foster substantial, long-term economic growth.

Chapter 12: Essence of marketing innovations

Subhash C. Jain and Kelly Aceto

Subjects: business and management, international business, organisational innovation, innovation and technology, organisational innovation


Innovations can either be technology-related or marketing-related. Commonly, when people talk about innovation, they refer to technology-based products or services. But marketing innovations, although they could lead to lucrative opportunities, are mostly invisible. The focus of this chapter is on different aspects of marketing innovations. The chapter starts by highlighting the importance of innovations for restoring America’s competitiveness. It then defines marketing innovations and examines the forces that make marketing innovations as significant as technology innovations. Next, the marketing innovation triggers and shapers are discussed. Finally, ideas are advanced for future research related to marketing innovations.

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