University of Hertfordshire

By the same authors

Understanding market innovativeness in Asia: a research agenda

Research output: Contribution to journalEditorial



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Original languageEnglish
Number of pages14
Pages (from-to)212-225
JournalAsian Business and Management
Journal publication date1 Dec 2017
Early online date6 Nov 2017
Publication statusPublished - 1 Dec 2017


Marketing innovativeness has been accredited for the improvement of: quality of life in general; consumer experience; and, firms’ and brands’ performance. However, much of the knowledge and research on marketing innovativeness have largely developed from Western countries, namely the USA and Europe, with little understanding of marketing innovativeness in Asia. In this paper we critically examine existing literature with aim of developing better understanding concerning marketing innovativeness in Asia. We discuss theoretical and methodological considerations that researchers need to be aware when they aim to advance
research from Asian countries.


This document is the Accepted Manuscript version. Under embargo until 6 November 2018. The final publication is available at Springer via


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