Marketing innovation: Sources,capabilities and consequences at airports in Europe's peripheral areas |
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Authors: | Nigel Halpern |
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Affiliation: | Molde University College, Postboks 2110, 6402 Molde, Norway;Department Strategy, Toulouse Business School, 31068 Toulouse, France;Hellenic Aviation Society, 6 Apostolidi Street, 14578 Ekali, Greece;Sauder School of Business, University of British Columbia, 2053 Main Mall, Vancouver, BC V6T 1Z2, Canada |
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Abstract: | This paper investigates sources, capabilities and consequences of marketing innovation at airports in Europe's peripheral areas. A questionnaire-based survey was administered to airport managers. Ten sources of airport marketing innovation are identified. Innovation is significantly higher at airports that are administered as an independent entity compared to airports that are administered as part of a regional or national airport system. Large airports have a significantly higher level of innovation compared to small airports. Innovation has a significant positive effect on airport marketing performance, irrespective of the strategic focus of the airport. |
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