The Global Innovation Index (GII) is a set of innovation determinants (inputs) and outputs , collects annual datasets and proposes a global ranking for countries based on their capacity to innovate (Hamidi, S, & Berrado, A., 2018 AU107: The in-text citation "Berrado, A., 2018" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ). Connell University, INSEAD and the World Intellectual Property Organization (WIPO, a specialized agency of the United Nations) co-publish the GII (Dutta and Lanvin 2013 AU108: The in-text citation "Dutta and Lanvin 2013" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ; Sohn, SY et al., 2016 AU109: The citation "Sohn, SY et al., 2016" matches multiple references. Please add letters (e.g. "Smith 2000a"), or additional authors to the citation, to uniquely match references and citations. ).
Published in Chapter:
The Impact of Business Sophistication on Marketing Knowledge
Francisco Xavier Pedro (Universidade do Minho, Portugal) and Ricardo Gouveia Rodrigues (Universidade da Beira Interior, Portugal)
Copyright: © 2022
|Pages: 34
DOI: 10.4018/978-1-7998-9194-9.ch007
Abstract
This study aims to analyze the impact of business sophistication on marketing knowledge. The research combines bibliometric literature review, preferred reporting items for systematic and meta-analyses (PRISMA), and empirical approach to collect extensive sample data GII (Global Innovation Index) of 50 countries' business sophistication technologic input-output framework. Furthermore, the research uses multiple linear regression analysis to test the proposed hypotheses. Business sophistication impacts positively on marketing knowledge. However, each technological input pillar behaves differently. This study derives managerial strategies and policies from marketing knowledge.