Abstract

Purpose - The purpose of this article is to analyse the characteristics and determinants of marketing innovation in companies, using the agribusiness sector as a case study due its economic and social importance in Latin America. Design/methodology/approach - Data refer to the VI Innovation Survey undertaken in Chile (2010), based on the OECD guidelines. The authors compare the determinants of innovation in marketing, first among the agribusiness sector and other sectors of the economy, and then comparing their determinants using logistic regressions on other types of innovations in the agribusiness sector. Findings - There are differences in the determinants of marketing innovation between agribusiness and other economic sectors. Also, there are differences in relation to the organisational, process and product innovations in the agribusiness sector. Research limitations/implications - The results imply the need for further study of marketing innovation and its relationship to other innovations considering different economic sectors and territories. Practical implications - Business strategies and public programs that promote innovation should consider the differences between types of innovations. Originality/value - This paper highlights and differentiates the marketing innovation with respect to other types of innovations a topic not widely developed, especially in the agribusiness sector and in emerging countries.