Innovation and marketing strategy: a systematic review
ISBN: 10.5585/2023.23150
Editorial: Universidade Nove de Julho (UNINOVE)
Licencia: Creative Commons (by-nc-sa)
Autor(es): Lucas Jorge Garcia, Galdenoro Botura Junior, João Carlos Riccó Plácido da Silva
Editorial: Universidade Nove de Julho (UNINOVE)
Licencia: Creative Commons (by-nc-sa)
Autor(es): Lucas Jorge Garcia, Galdenoro Botura Junior, João Carlos Riccó Plácido da Silva
The article explores the marketing strategies adopted by companies of different nationalities in their business processes, using the innovations established by the Oslo Manual (4th edition). These strategies are analyzed through a bibliographical review of the scientific literature, with the objective of understanding how they are used as a strategic approach to act in the market.
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