Methods and standards / Concept Glossary / Marketing and brand equity activities as an innovation activity
Concept selected: Marketing and brand equity activities as an innovation activity
Definition
Marketing activities for existing products are only innovation activities if the marketing practice is itself an innovation. For many companies only a small fraction of marketing expenditures is likely to be linked to product innovations introduced within the observation period. Relevant innovation activities include preliminary market research, market tests, launch advertising, and the development of pricing mechanisms and product placement methods for product innovations. In some cases, the advantages of a business process innovation could also be marketed, for instance if the business process innovation has environmental benefits or improves product quality.Source
Statistics on R&D activities and Tecnological innovation in companies survey. MethodologyTopic
Statistical operations
(links to the Inventory of Statistical Operations)- 30061 - Technological Innovation in Companies Survey
- 30081 - Information and Communications Technologies (ICT) Sector Indicators
- 30197 - High Technology Indicators
Concepts associated
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