Marketing Innovation: Study of Determinants of Innovation in the Design and Packaging of Goods and Services—Application to Portuguese Firms

The article analyzes factors stimulating firms’ capacity for marketing innovation in terms of the design and packaging of goods and services. The data were obtained from the 4th Community Innovation Survey. The results of the logistic regression show that R&D activities relating to internal R&D activities; acquisition of machinery, equipment, and software; acquisition of other external knowledge; and carrying out other procedures—plus the factor of marketing activities—influence Portuguese firms’ tendency to innovate in marketing.