Abstract:

Purpose- Addressing to the particular gap in the innovative marketing literature, which is little is known about what the positive marketing is, its nature and benefits, and how it works on the levels of innovation (i.e. product, process, position, paradigm), this study aims to: define and establish the characteristics of a positive marketing practice; distinguish positive marketing practices from other pro-social marketing concepts; discuss the role of positive marketing on the innovation types. Methodology- This paper explains the differences between positive marketing and other pro-social marketing concepts and provides a conceptual model describing positive marketing practices for the four types of innovation. The article also elaborates on how positive marketing works using contemporary examples. Findings- This paper provides 1) a deeper understanding of what positive marketing is, 2) a comprehensive literature review on positive marketing research, 3) an insight for understanding how firms engage in positive marketing activities in their innovation strategies. Conclusion- This article makes two conceptual advances toward a theory of positive marketing in the innovation context. The article: 1) recognizes what constitute positive marketing practices in contrast to other innovative marketing concepts, 2) elaborates on how positive marketing practices work on the four levels of innovation. Also, implications for practice are discussed.

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