CAN GREEN MARKETING BE ACHIEVED? DRIVEN BY SOCIAL CAPITAL TOWARDS PRODUCT INNOVATION AND CUSTOMER ORIENTATION

Product Innovation and Product Innovation Marketing: Theory and Microeconometric Evidence

This paper derives a three stage Cournot–oligopoly game for product innovation, expenditure on introducing the product and competition on the product market. Product innovation is assumed to increase consumer utility but is effective only if the innovating firm invests in marketing, so that consumers become aware of the newly developed product. Firms first decide whether or not to conduct produ...

Can Ideas be Capital: Can Capital be Anything Else?

A recent article suggests that the concept of “capital” cannot be routinely applied to the intangible items usually referred to as intellectual, social or human capital. The authors question whether ideas can be capital. We believe that this inquiry (which may reflect more general doubts) fails to capture the essential nature of capital. A reexamination of the nature of capital leads us to ask ...

Can Ideas be Capital : Can Capital be Anything Else ? HOWARD

The ideas presented in this research are the authors' and do not represent official positions of the Mercatus Center at George Mason University.

Capital Marketing: Innovation In London’s Small Firms

A considerable body of literature has emerged in recent years that has documented the increasing importance of innovative practices in UK small firms. Much of this literature has developed in response to reports of under-performance by UK firms in innovative practices compared with its competitors. This paper asserts an inextricable link between innovation and entrepreneurship and marketing and...

Social Capital and Innovation Policy