Drivers and pressures of industry 4.0 that generate marketing innovation and affect the innovative performance of Mexican SMEs: From the perspective of open innovation
The purpose of this study is to analyze the effect of the drivers and pressures of the emerging technologies that make up i4.0 on marketing innovation and on the innovative performance of Mexican SMEs. In addition, the moderating effect of i4.0 barriers is verified, in relation to the use and pressu...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-06-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853125000769 |
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