Purpose

Previous research focused on open innovation (OI) suggests that enterprises benefit from adopting the journey; however, the relationship among OI, marketing journey and knowledge-intensive innovation marketing activities (KIIMA) remains unclear. The present study proposes a conceptual model of the marketing journey linking heterogeneous modes of marketing collaboration to knowledge-intensive activities.

Design/methodology/approach

The conceptual model was tested via ordinary least squares (OLS) linear regression based on a sample of data drawn from the Eurostat database.

Findings

The results indicate that strategies are a robust proxy for evaluating KIIMA, and partnerships, heterogeneous sources of knowledge and different marketing modes for collaboration among European knowledge-intensive firms are core antecedents of KIIMA, such as new-product development and marketing innovation, as well as firms' sustainable competitive advantage.

Originality/value

This study fills the gap by tracking the role of the journey within marketing collaborations on KIIMA, and it intervenes in the debate about interactive marketing innovation mechanisms. The study contributes to OI, knowledge management and the marketing literature by identifying the heterogeneous modes for marketing collaborations under which the marketing journey enhances knowledge-intensive activities such as those for marketing innovation.

中文翻译：

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知识密集型营销合作异构模式的开放式创新之旅：欧洲创新公司的横断面研究

目的

先前针对开放式创新 (OI) 的研究表明，企业可以从采用这一旅程中受益；然而，OI、营销旅程和知识密集型创新营销活动 (KIIMA) 之间的关系仍不清楚。本研究提出了一个营销旅程的概念模型，将营销协作的异构模式与知识密集型活动联系起来。

设计/方法/方法

概念模型通过基于从 Eurostat 数据库中提取的数据样本的普通最小二乘 (OLS) 线性回归进行测试。

发现

结果表明，战略是评估 KIIMA 的有力代表，欧洲知识密集型公司之间合作的伙伴关系、异构知识来源和不同的营销模式是 KIIMA 的核心前提，例如新产品开发和营销创新，以及作为企业的可持续竞争优势。

原创性/价值

本研究通过跟踪 KIIMA 营销合作中旅程的作用填补了这一空白，并介入了有关互动营销创新机制的辩论。该研究通过识别营销合作的异构模式为 OI、知识管理和营销文献做出贡献，在这些模式下，营销旅程增强了知识密集型活动，例如营销创新活动。