Marketing innovation for higher education a bibliometric analysis using the VOS viewer application
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May 31, 2024
Keywords:
Bibliometrics, Marketing Innovation, Higher Education
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Economy
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Abstract
The purpose of this research is to carry out a bibliometric analysis of marketing innovation in higher education using VOSviewer. This study uses a quantitative description method. The data used in this study are search results based on the keyword "Marketing Innovation" sourced from Google Scholar using publish or perish software. The search results found 981 articles published between 2018-2022. The results of the research show that research on marketing innovation has decreased in 2018-2022. In conclusion, this research needs to be carried out to show the importance of conducting bibliometric analysis, especially in the field of marketing innovation. It is hoped that this research can become a reference for further research in conducting and determining research themes, especially on the theme of marketing innovation. This research is expected to contribute theoretically to the literature in the context of marketing management
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Khairusy, M. A. ., Gaffar, V. ., Karsikah, K., Suprayogi, Y. ., Ardie Putra, A. P. . and Haryadi, D. (2024) “Marketing innovation for higher education a bibliometric analysis using the VOS viewer application”, Jurnal Mantik, 8(1), pp. 204-214. doi: 10.35335/mantik.v8i1.5002.
References
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Card, D., Cardoso, A. R., Heining, J., & Kline, P. (2018). Firms and Labor Market Inequality: Evidence and Some Theory. http://www.nber.org/papers/w22850
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Chuwiruch, N., Jhundar-Indra, P., & Boonlua, S. (2015). Marketing innovation strategy and marketing performance: a conceptual framework. Proceedings of the Academy of Marketing Studies, 19(2), 82–93.
Dawood, T. H., Hammad, M. J., & Hammood, M. R. (2022). Towards a New Model of Consumer Purchasing Intention of Smart Products During Crises Times; Case of Covid-19 Pandemic Outbreak?: an Applied Study on Female Employees of the Faculty of Economic and Business Administration Sciences. International Journal of Professional Business Review, 7(4), 1–19. https://doi.org/10.26668/businessreview/2022.v7i4.e741
European Commission. (2018). Mission-Oriented Research & Innovation in the European Union - 1° Mazzucato Report. https://doi.org/10.2777/36546
Garfield, E. (2015). Managing Scientific Information and Research Data Web of Science: an interview with Eugene Garfield. In Managing Scientific Information and Research Data, 115–121. https://doi.org/http://dx.doi.org/10.1016/B978-0-08-100195-0.00012-3
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Gunashekar, S., Wooding, S., & Guthrie, S. (2017). How do NIHR peer review panels use bibliometric information to support their decisions? Scientometrics, 112(3), 1813–1835. https://doi.org/10.1007/s11192-017-2417-8
Gupta, A. K. (2021). Innovation dimensions and firm performance synergy in the emerging market: A perspective from Dynamic Capability Theory & Signaling Theory. Technology in Society, 64. https://doi.org/10.1016/j.techsoc.2020.101512
Gupta, S., Malhotra, N. K., Czinkota, M., & Foroudi, P. (2016). Marketing innovation: A consequence of competitiveness. Journal of Business Research, 69(12), 5671–5681. https://doi.org/10.1016/j.jbusres.2016.02.042
H Beare, BJ Caldwell, R. M. (n.d.). Creating an excellent school: Some new management techniques.
Hussain, I., Mu, S., Mohiuddin, M., Danish, R. Q., & Sair, S. A. (2020). Effects of sustainable brand equity and marketing innovation on market performance in the hospitality industry: Mediating effects of sustainable competitive advantage. Sustainability (Switzerland), 12(7), 1–19. https://doi.org/10.3390/su12072939
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Jumansyah, R., Dewi, N. P., Soegoto, E. S., Luckyardi, S., & Alshiqi, S. (2023). Modeling Islamic Marketing Research Using Vosviewer Aplication: A Bibliometric Analysis. Journal of Eastern European and Central Asian Research, 10(1), 85–92. https://doi.org/http://dx.doi.org/10.15549/jeecar.v10i1.1090
Khairusy, M. A., Hurriyati, R., Suwatno, S., Gaffar, V., Dirgantari, P. D., & Setiana, S. M. (2022). Marketing Innovation: Development Strategy of Private University in Indonesia. Journal of Eastern European and Central Asian Research, 9(5), 776–788. https://doi.org/10.15549/jeecar.v9i5.1073
Macaro, E., Curle, S., Pun, J., An, J., & Dearden, J. (2018). A systematic review of English medium instruction in higher education. Language Teaching, 51(1), 36–76. https://doi.org/10.1017/S0261444817000350
Martín, A. M., Malea, E. O., Ayllón, J. M., & Cózar, E. D. L.-. (2016). The Counting House, Measuring Those Who Count: Presence of Bibliometrics, Scientometrics, Informetrics, Webometrics, and Altmetrics in Google Scholar Citations, ResearcherID, ResearchGate, Mendeley, & Twitter. EC3 Working Papers, January 2015, 1–60.
Mazzucato, M. (2018). Mission-oriented innovation policies: Challenges and opportunities. Industrial and Corporate Change, 27(5), 803–815. https://doi.org/10.1093/icc/dty034
Medrano, N., Cornejo-Cañamares, M., & Olarte-Pascual, C. (2020). The impact of marketing innovation on companies’ environmental orientation. Journal of Business and Industrial Marketing, 35(1), 1–12. https://doi.org/10.1108/JBIM-10-2018-0319
OECD, O. M. (2005). Third edition ORGANISATION FOR ECONOMIC CO-OPERATION. In Communities: Vol. Third edit. http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Oslo+manual#0
Olazo, D. B. (2022). Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): a mixed-method analysis. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-01-2022-0050
Pesta, B., Fuerst, J., & Kirkegaard, E. O. W. (2018). Bibliometric keyword analysis across seventeen years (2000–2016) of intelligence articles. Journal of Intelligence, 6(4), 1–12. https://doi.org/10.3390/jintelligence6040046
Quaye, D., & Mensah, I. (2019). Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana. Management Decision, 57(7), 1535–1553. https://doi.org/10.1108/MD-08-2017-0784
Ramadani, V., Hisrich, R. D., Abazi-Alili, H., Dana, L. P., Panthi, L., & Abazi-Bexheti, L. (2019). Product innovation and firm performance in transition economies: A multi-stage estimation approach. Technological Forecasting and Social Change, 140(December), 271–280. https://doi.org/10.1016/j.techfore.2018.12.010
Ruiter, R. A. C., Kessels, L. T. E., Peters, G. J. Y., & Kok, G. (2014). Sixty years of fear appeal research: Current state of the evidence. International Journal of Psychology, 49(2), 63–70. https://doi.org/10.1002/ijop.12042
Schoemaker, P. J. H., Heaton, S., & Teece, D. (2018). Innovation, dynamic capabilities, and leadership. California Management Review, 61(1), 15–42. https://doi.org/10.1177/0008125618790246
Schot, J., & Steinmueller, W. E. (2018). Three frames for innovation policy: R&D, systems of innovation, and transformative change. Research Policy, 47(9), 1554–1567. https://doi.org/10.1016/j.respol.2018.08.011
Scott, D. M. (2020). The new rules of marketing & PR?: how to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly (7th ed.). John Wiley & Sons, Inc., Hoboken, New Jersey.
Sivarajah, U., Kamal, M. M., Irani, Z., & Weerakkody, V. (2017). Critical analysis of Big Data challenges and analytical methods. Journal of Business Research, 70, 263–286. https://doi.org/10.1016/j.jbusres.2016.08.001
Srinivasan, S., & Hanssens, D. (2011). Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions. SSRN Electronic Journal, May. https://doi.org/10.2139/ssrn.1136332
Sudhier, K. G. (2020). Application of Bradford’s Law of Scattering to the Physics Literature: A Study of Doctoral Theses Citations at the Indian Institute of Science. DESIDOC Journal of Library & Information Technology, 30(2), 3–14. https://doi.org/10.14429/djlit.30.3
Sun, Z., & Lim, M. A. (2023). A Systematic Literature Review of Higher Education Reputation Management: Active/Reactive Framework. International Journal of Chinese Education, 12(2), 1–19. https://doi.org/10.1177/2212585X231175164
Tungbunyasiri, S., & Ussahawanitchakit, P. (2015). Strategic marketing innovation and marketing performance: an empirical investigation of furniture exporting businesses in Thailand. International Journal of Business Research, 13(3), 45–62. https://doi.org/10.18374/IJBR-13-3.3
Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Innovation through institutionalization: A service ecosystems perspective. Industrial Marketing Management, 44(2013), 63–72. https://doi.org/10.1016/j.indmarman.2014.10.008
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: service robots in the frontline. Journal of Service Management, 29(5), 907–931. https://doi.org/10.1108/JOSM-04-2018-0119
Xu, M., David, J. M., & Kim, S. H. (2018). The fourth industrial revolution: Opportunities and challenges. International Journal of Financial Research, 9(2), 90–95. https://doi.org/10.5430/ijfr.v9n2p90
Zamroni, E., Hanurawan, F., Muslihati, Hambali, I., & Hidayah, N. (2022). Trends and Research Implications of Guidance and Counseling Services in Indonesia From 2010 to 2020: A Bibliometric Analysis. SAGE Open, 12(2). https://doi.org/10.1177/21582440221091261
Zheng, P., wang, H., Sang, Z., Zhong, R. Y., Liu, Y., Liu, C., Mubarok, K., Yu, S., & Xu, X. (2018). Smart manufacturing systems for Industry 4.0: Conceptual framework, scenarios, and future perspectives. Frontiers of Mechanical Engineering, 13(2), 137–150. https://doi.org/10.1007/s11465-018-0499-5
Agbo, F. J., Oyelere, S. S., Suhonen, J., & Tukiainen, M. (2021). Scientific production and thematic breakthroughs in smart learning environments: a bibliometric analysis. Smart Learning Environments, 8(1), 1–25. https://doi.org/10.1186/s40561-020-00145-4
Ahmed, F., Hassan, A., Ayub, M. U., & Klimoski, R. (2018). High commitment work system and innovative work behavior: The mediating role of knowledge sharing. Pakistan Journal of Commerce and Social Science, 12(1), 29–51.
Aksoy, H. (2017). SC. Technology in Society. https://doi.org/10.1016/j.techsoc.2017.08.005
Card, D., Cardoso, A. R., Heining, J., & Kline, P. (2018). Firms and Labor Market Inequality: Evidence and Some Theory. http://www.nber.org/papers/w22850
Chellappandi, P., & Vijayakumar, C. (2018). Bibliometrics, Scientometrics, Webometrics / Cybermetrics, Informetrics and Altmetrics-An Emerging Field in Library and Information Science Research. International Journal of Education, 7(1), 5–8. https://doi.org/http/doi.org/10.5281/ zenodo.2529398
Chickering, A. W. (1979). Investment in Learning: The Individual and Social Value of American Higher Education. The Journal of Higher Education, 50(3), 349–353. https://doi.org/10.1080/00221546.1979.11779971
Chuwiruch, N., Jhundar-Indra, P., & Boonlua, S. (2015). Marketing innovation strategy and marketing performance: a conceptual framework. Proceedings of the Academy of Marketing Studies, 19(2), 82–93.
Dawood, T. H., Hammad, M. J., & Hammood, M. R. (2022). Towards a New Model of Consumer Purchasing Intention of Smart Products During Crises Times; Case of Covid-19 Pandemic Outbreak?: an Applied Study on Female Employees of the Faculty of Economic and Business Administration Sciences. International Journal of Professional Business Review, 7(4), 1–19. https://doi.org/10.26668/businessreview/2022.v7i4.e741
European Commission. (2018). Mission-Oriented Research & Innovation in the European Union - 1° Mazzucato Report. https://doi.org/10.2777/36546
Garfield, E. (2015). Managing Scientific Information and Research Data Web of Science: an interview with Eugene Garfield. In Managing Scientific Information and Research Data, 115–121. https://doi.org/http://dx.doi.org/10.1016/B978-0-08-100195-0.00012-3
Guler, A. T., Waaijer, C. J. F., & Palmblad, M. (2016). Scientific workflows for bibliometrics. Scientometrics, 107(2), 385–398. https://doi.org/10.1007/s11192-016-1885-6
Gunashekar, S., Wooding, S., & Guthrie, S. (2017). How do NIHR peer review panels use bibliometric information to support their decisions? Scientometrics, 112(3), 1813–1835. https://doi.org/10.1007/s11192-017-2417-8
Gupta, A. K. (2021). Innovation dimensions and firm performance synergy in the emerging market: A perspective from Dynamic Capability Theory & Signaling Theory. Technology in Society, 64. https://doi.org/10.1016/j.techsoc.2020.101512
Gupta, S., Malhotra, N. K., Czinkota, M., & Foroudi, P. (2016). Marketing innovation: A consequence of competitiveness. Journal of Business Research, 69(12), 5671–5681. https://doi.org/10.1016/j.jbusres.2016.02.042
H Beare, BJ Caldwell, R. M. (n.d.). Creating an excellent school: Some new management techniques.
Hussain, I., Mu, S., Mohiuddin, M., Danish, R. Q., & Sair, S. A. (2020). Effects of sustainable brand equity and marketing innovation on market performance in the hospitality industry: Mediating effects of sustainable competitive advantage. Sustainability (Switzerland), 12(7), 1–19. https://doi.org/10.3390/su12072939
Ingersoll, R. M., Merrill, E., Stuckey, D., Collins, G., Ingersoll, R. M.?; Merrill, E.?; & Stuckey, D.?; (2018). Seven Trends: The Transformation of the Teaching Force-Updated. CPRE Research Reports, October, 1–28. https://repository.upenn.edu/cpre_researchreportsRetrievedfromhttps://repository.upenn.edu/cpre_researchreports/108
Joueid, A., & Coenders, G. (2018). Marketing innovation and new product portfolios. A compositional approach. Journal of Open Innovation: Technology, Market, and Complexity, 4(2). https://doi.org/10.3390/joitmc4020019
Jumansyah, R., Dewi, N. P., Soegoto, E. S., Luckyardi, S., & Alshiqi, S. (2023). Modeling Islamic Marketing Research Using Vosviewer Aplication: A Bibliometric Analysis. Journal of Eastern European and Central Asian Research, 10(1), 85–92. https://doi.org/http://dx.doi.org/10.15549/jeecar.v10i1.1090
Khairusy, M. A., Hurriyati, R., Suwatno, S., Gaffar, V., Dirgantari, P. D., & Setiana, S. M. (2022). Marketing Innovation: Development Strategy of Private University in Indonesia. Journal of Eastern European and Central Asian Research, 9(5), 776–788. https://doi.org/10.15549/jeecar.v9i5.1073
Macaro, E., Curle, S., Pun, J., An, J., & Dearden, J. (2018). A systematic review of English medium instruction in higher education. Language Teaching, 51(1), 36–76. https://doi.org/10.1017/S0261444817000350
Martín, A. M., Malea, E. O., Ayllón, J. M., & Cózar, E. D. L.-. (2016). The Counting House, Measuring Those Who Count: Presence of Bibliometrics, Scientometrics, Informetrics, Webometrics, and Altmetrics in Google Scholar Citations, ResearcherID, ResearchGate, Mendeley, & Twitter. EC3 Working Papers, January 2015, 1–60.
Mazzucato, M. (2018). Mission-oriented innovation policies: Challenges and opportunities. Industrial and Corporate Change, 27(5), 803–815. https://doi.org/10.1093/icc/dty034
Medrano, N., Cornejo-Cañamares, M., & Olarte-Pascual, C. (2020). The impact of marketing innovation on companies’ environmental orientation. Journal of Business and Industrial Marketing, 35(1), 1–12. https://doi.org/10.1108/JBIM-10-2018-0319
OECD, O. M. (2005). Third edition ORGANISATION FOR ECONOMIC CO-OPERATION. In Communities: Vol. Third edit. http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Oslo+manual#0
Olazo, D. B. (2022). Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): a mixed-method analysis. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-01-2022-0050
Pesta, B., Fuerst, J., & Kirkegaard, E. O. W. (2018). Bibliometric keyword analysis across seventeen years (2000–2016) of intelligence articles. Journal of Intelligence, 6(4), 1–12. https://doi.org/10.3390/jintelligence6040046
Quaye, D., & Mensah, I. (2019). Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana. Management Decision, 57(7), 1535–1553. https://doi.org/10.1108/MD-08-2017-0784
Ramadani, V., Hisrich, R. D., Abazi-Alili, H., Dana, L. P., Panthi, L., & Abazi-Bexheti, L. (2019). Product innovation and firm performance in transition economies: A multi-stage estimation approach. Technological Forecasting and Social Change, 140(December), 271–280. https://doi.org/10.1016/j.techfore.2018.12.010
Ruiter, R. A. C., Kessels, L. T. E., Peters, G. J. Y., & Kok, G. (2014). Sixty years of fear appeal research: Current state of the evidence. International Journal of Psychology, 49(2), 63–70. https://doi.org/10.1002/ijop.12042
Schoemaker, P. J. H., Heaton, S., & Teece, D. (2018). Innovation, dynamic capabilities, and leadership. California Management Review, 61(1), 15–42. https://doi.org/10.1177/0008125618790246
Schot, J., & Steinmueller, W. E. (2018). Three frames for innovation policy: R&D, systems of innovation, and transformative change. Research Policy, 47(9), 1554–1567. https://doi.org/10.1016/j.respol.2018.08.011
Scott, D. M. (2020). The new rules of marketing & PR?: how to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly (7th ed.). John Wiley & Sons, Inc., Hoboken, New Jersey.
Sivarajah, U., Kamal, M. M., Irani, Z., & Weerakkody, V. (2017). Critical analysis of Big Data challenges and analytical methods. Journal of Business Research, 70, 263–286. https://doi.org/10.1016/j.jbusres.2016.08.001
Srinivasan, S., & Hanssens, D. (2011). Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions. SSRN Electronic Journal, May. https://doi.org/10.2139/ssrn.1136332
Sudhier, K. G. (2020). Application of Bradford’s Law of Scattering to the Physics Literature: A Study of Doctoral Theses Citations at the Indian Institute of Science. DESIDOC Journal of Library & Information Technology, 30(2), 3–14. https://doi.org/10.14429/djlit.30.3
Sun, Z., & Lim, M. A. (2023). A Systematic Literature Review of Higher Education Reputation Management: Active/Reactive Framework. International Journal of Chinese Education, 12(2), 1–19. https://doi.org/10.1177/2212585X231175164
Tungbunyasiri, S., & Ussahawanitchakit, P. (2015). Strategic marketing innovation and marketing performance: an empirical investigation of furniture exporting businesses in Thailand. International Journal of Business Research, 13(3), 45–62. https://doi.org/10.18374/IJBR-13-3.3
Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Innovation through institutionalization: A service ecosystems perspective. Industrial Marketing Management, 44(2013), 63–72. https://doi.org/10.1016/j.indmarman.2014.10.008
Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2018). Brave new world: service robots in the frontline. Journal of Service Management, 29(5), 907–931. https://doi.org/10.1108/JOSM-04-2018-0119
Xu, M., David, J. M., & Kim, S. H. (2018). The fourth industrial revolution: Opportunities and challenges. International Journal of Financial Research, 9(2), 90–95. https://doi.org/10.5430/ijfr.v9n2p90
Zamroni, E., Hanurawan, F., Muslihati, Hambali, I., & Hidayah, N. (2022). Trends and Research Implications of Guidance and Counseling Services in Indonesia From 2010 to 2020: A Bibliometric Analysis. SAGE Open, 12(2). https://doi.org/10.1177/21582440221091261
Zheng, P., wang, H., Sang, Z., Zhong, R. Y., Liu, Y., Liu, C., Mubarok, K., Yu, S., & Xu, X. (2018). Smart manufacturing systems for Industry 4.0: Conceptual framework, scenarios, and future perspectives. Frontiers of Mechanical Engineering, 13(2), 137–150. https://doi.org/10.1007/s11465-018-0499-5
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