Innovation and Digital Marketing Adoption in Mexican Small Business

Adriana M. Noyola-Medina, Sandra Y. Pinzón-Castro, Gonzalo Maldonado-Guzmán


Today, companies are under enormous pressure to innovate (Steinhoff & Trommosdorff, 2013) due to rapid technological evolution, reduced product life cycles and globalized markets (Rovira & Tolstoy, 2016), coupled with the fact that the user is increasingly interactive with digital media, which emphasizes the fact that companies must have presence on the web to be able to cope with the current environment. The main objective of the present study is to investigate how innovation in products, processes, marketing and organization generates opportunities for efficient marketing of companies, transforming it into digital marketing. The present study was carried out in a sample of 256 companies in the state of Aguascalientes (Mexico) using the technique of structural equations modeling (SEM), where the results show positive and significant effects of the innovation on the adoption of digital marketing.

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Copyright (c) 2018 Adriana Margarita Noyola Medina, Sandra Yesenia Pinzón Castro, Gonzalo Maldonado Guzmán

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Journal of Management and Sustainability   ISSN 1925-4725 (Print)   ISSN 1925-4733 (Online)   E-mail:


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