Author(s): Marwa Elgebali
Purpose: In this work it is intended to analyse how the discipline of innovative marketing plays a role in small-to medium-sized enterprises. Design/methodology/approach: Data from a survey conducted with restaurants and cafes as well as customers of these establishments. Data was analysed through the statistical methods of Principal Component Analysis (PCA), and using the Varimax rotation method. Findings: The results of this work suggest that a key concept regarding innovation at the organizational level is newness. This concept, which is related to the radicalness degree, provides to innovation with a valid requirement to sustenance an undimensional construct. Originality/value: This paper focuses on a review of the literature regarding relevant topics to marketing innovation and testing them in the restaurants and cafes market in Egypt. A comparative view between customers and organizations is presented.