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Anshu Saxena Arora, Sabine Bacouel-Jentjens, Mohamad Sepehri · Amit Arora. School of Business and Public Administration, University of the District of Columbia Washington, DC, USA.

The Roles of Actors in the Product Innovation Process in the Entrepreneurial Ecosystem: A to F Theory (Ratih Purbasari, Zaenal Muttaqin, Deasy Silvya Sari. Review of Integrative Business and Economics Research, Vol. 9, Supplementary Issue 4, 278-293)

The implementation of a new marketing methods involves significant changes in the marketing mix: product design or packaging, distribution, communication, or pricing. Its aim is to give value to the customers and to improve competitive advantage (OECD, 2005, 169).

Understanding of the definition and requirements of innovation Understanding of the concepts of Marketing Innovation Study the goals of Marketing Innovation Know the factors affecting the Marketing Innovation

An understanding of the factors of the internal and external environment affecting the innovation decision of enterprises. Evaluating the importance of each of those factors before the business makes an innovation decision.