Developing a model for factors affecting marketing innovation in small and medium enterprises in Vietnam

Abstract

Marketing innovation is essential for small and medium enterprises (SMEs) to gain competitive advantage, sustainable growth, and success in today's ever-changing business environment. The article focuses on developing a theoretical model and proposing a scale for factors affecting marketing innovation in SMEs in Vietnam. Exploratory factor analysis has been employed to evaluate the reliability of the proposed model. The results show that marketing innovation is affected by five factors including leadership, organizational learning, organizational culture, market orientation and relationship network.