Entrepreneurial competencies and motivations to enhance marketing innovation in Europe
本研究使用定性比较分析，识别了创业者的能力和动机组合如何提升营销创新，为政策制定者促进区域营销创新和经济增长提供参考。
Abstract Global Entrepreneurship Monitor (GEM) country profile variables were analyzed using qualitative comparative analysis (QCA). This analysis identified which combinations of entrepreneurs’ competencies and motivations boost marketing innovation. Marketing innovation contributes to defining and reinforcing competitive advantages, goal setting, and business performance. The findings of this study can help policymakers design strategies to foster regional marketing innovation and economic growth.