Innovazione commerciale e crescita delle imprese nei settori tradizionali

In this paper marketing innovation such as branding, advertising investment, development of new distribution channels are analysed as strategic tools enabling firm's growth. Radical product innovation is more difficult in traditional industries. Successful competitive strategies in mature sectors (IKEA is a typical case) are often based on innovative marketing strategies which expand potential demand. These conclusion may have implications in terms of industrial policies. The Swedish experience of promoting marketing innovation expecially among SMEs is an interesting case to consider. Keywords: innovation, firm's growth, factors of business success