Marketing innovation: Sources, capabilities and consequences at airports in Europe’s peripheral areas

Marketing innovation: Sources, capabilities and consequences at airports
in Europe’s peripheral areas

Journal: Air Transport Management

Author: Nigel Halpern

Published: 2010

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.

Keywords: Marketing innovation, Airports, Europe’s peripheral areas

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