Marketing Innovation in Rural Small Food Industries in Iran

Shohreh Soltani, Hossein Azadi, S. J. F. Hosseini, Frank Witlox, Steven Van Passel · 2015 · Journal of Food Products Marketing

Summary. Small food industries in rural Iran show weak marketing innovation performance overall, with more radical than incremental marketing innovation. Product and organizational innovations directly influence marketing innovation. Incremental marketing innovation is hindered by formal R&D units, product diversification, and manager experience, while radical marketing innovation depends on production capacity, product diversification, manager age, and education. Improving marketing innovation requires concurrent product and organizational innovation plus targeted manager training.

Read the original

Cite this article

Soltani, S., Azadi, H., Hosseini, S. J. F., Witlox, F., & Passel, S. V.. (2015). Marketing Innovation in Rural Small Food Industries in Iran. Journal of Food Products Marketing. https://doi.org/10.1080/10454446.2015.1041196

@article{soltani-2015-marketing-innovation-rural-small-food,
  title   = {Marketing Innovation in Rural Small Food Industries in Iran},
  author  = {Shohreh Soltani and Hossein Azadi and S. J. F. Hosseini and Frank Witlox and Steven Van Passel},
  journal = {Journal of Food Products Marketing},
  year    = {2015},
  doi     = {10.1080/10454446.2015.1041196},
  url     = {https://doi.org/10.1080/10454446.2015.1041196}
}

TY  - JOUR
TI  - Marketing Innovation in Rural Small Food Industries in Iran
AU  - Shohreh Soltani
AU  - Hossein Azadi
AU  - S. J. F. Hosseini
AU  - Frank Witlox
AU  - Steven Van Passel
JO  - Journal of Food Products Marketing
PY  - 2015
DO  - 10.1080/10454446.2015.1041196
UR  - https://doi.org/10.1080/10454446.2015.1041196
ER  -

Details

DOI: 10.1080/10454446.2015.1041196
Countries: Iran
Categories: food-systems, entrepreneurship
Added: 2026-04-28