Marketing innovation in SMMEs: The role of CEO cognitive trust & government support

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The authors investigate antecedents of marketing innovation in small, medium and micro enterprises (SMMEs). They found CEO cognitive trust to be negatively associated with marketing innovation, and government support to have a positive impact.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format

Citation

(2022), "Marketing innovation in SMMEs: The role of CEO cognitive trust & government support", Strategic Direction, Vol. 38 No. 4, pp. 24-26. https://doi.org/10.1108/SD-01-2022-0003