Issue #4 (Volume 21 2025)

Type of the article: Research Article

Abstract
Innovation marketing has emerged as a critical research domain due to rapid digital transformation, evolving consumer behaviors, and increasing sustainability demands that fundamentally reshape modern business strategies. However, the intellectual structure and thematic evolution of this interdisciplinary field remain fragmented, with terminological ambiguities and isolated knowledge silos hindering theoretical development and practical advancement. This study systematically maps the intellectual structure and thematic evolution of innovation marketing research through comprehensive bibliometric analysis spanning 1972-2025. Data were retrieved from the Scopus database, yielding 10,453 scholarly documents after filtering duplicates and irrelevant materials, analyzed using the “Bibliometrix” package in R Studio with productivity metrics, citation analysis, co-word analysis, and cluster analysis techniques. The results reveal exponential growth with an annual growth rate of 11.04, particularly accelerating after 2000, with four distinct research clusters emerging: digital transformation technologies (23.4%), sustainable marketing innovations (19.8%), consumer-centric methodologies (21.2%), and strategic innovation management (18.6%). The United States leads publication volume with 1,048 documents (17.26%), followed by China with 681 documents (11.22%), while Belgium demonstrates highest citation impact with 66.15 citations per article. Notably, 67% of highly-cited articles appear in non-marketing journals, confirming interdisciplinary influence, with the most cited work by Pushpakom et al. (2018) receiving 3,064 citations. Innovation marketing has evolved from product-focused approaches toward integrated, technology-driven, and sustainability-oriented strategies, establishing itself as a distinct research domain with significant cross-disciplinary impact for marketing practitioners and policymakers.

Type of the article: Research Article

Abstract
The homestay industry has become an integral part of the sharing economy, and it has become a popular issue among travelers. However, there is a lack of studies investigating the effect of homestay service quality on visitor loyalty. This study aims to examine how the quality of homestay services affects tourists’ co-creation value and loyalty. A purposive sampling method was applied towards social media platforms in China to collect the data of 527 homestay visitors of the Yum China Holding Company homestay from June 1 to August 31, 2024, during the periods of significant visitor sessions (e.g., summer session). Structural Equation Modeling (SEM) was used to examine research hypotheses. Homestay quality service of personalization and environment have a positive and significant effect on customers’ co-creation value. Meanwhile, homestay quality service activity does not have a significant effect on customer co-creation value. Furthermore, homestay service quality positively affects customer loyalty, both directly and indirectly, towards visitors’ co-creation value. It emphasizes the need to incorporate service quality personalization and environmental dimensions to foster tourists’ co-creation value and loyalty. These results highlight the necessity for homestay providers to focus on visitors’ valuable experiences to reciprocate relationships. The findings also contribute to the literature and offer practical suggestions with regard to the role of service quality, personalization, and environmental factors in improving visitor satisfaction and loyalty.

Acknowledgments
Conflict of interest: The authors declare that they have no conflict of interest.

Type of the article: Research Article

Abstract
The complexity of industrial markets in the Fourth Industrial Revolution necessitates new pricing approaches for R&D outcomes. “Technology-push” innovations often feature advanced technical parameters that are misaligned with customers’ willingness to pay, creating a commercialization gap that requires models that integrate cost, competition, and perceived value. The aim of this study is to develop a price-determining model for industrial “technology-push” innovations. The authors’ price-determining model for industrial “technology-push” innovations combines cost-plus pricing and competitive pricing with the Price Sensitivity Measurement (PSM) analysis. Empirical data from 2022 to 2025 in optical interferometry were used to validate the approach. In the case of “technology-push” innovations, a gap may exist between the perceived value of technical parameters and the price that industrial customers are willing to pay. The trade-off between technical parameters and price refers to the balance or compromise that customers and industrial marketers must consider when making a purchase. Setting the right price on industrial “technology-push” products requires a comprehensive analysis of customer preferences, competitive landscape, and cost structures. Customers’ perception of value directly influences their willingness to pay for a product or service. Even if a product is technically superior or offers advanced features, its perceived value by customers ultimately determines the optimal price point. Aligning pricing with customer perceptions of value helps maximize revenue and profitability for both transaction participants. The authors’ method enables the determination of the boundaries of the market price range for an innovation with sufficient accuracy. Combining traditional pricing methods with price sensitivity analysis of industrial customers can offer several advantages, leveraging the strengths of each approach to improve the price-determining process for industrial “technology-push” innovations.