The purpose of the paper is to analyse the importance of innovation for firms involved in international marketing.
A total of 154 general managers in the textile sector were interviewed on two main groups of questions: entry forms when going abroad; and innovative decisions in products, strategies, processes, and markets. Univariate (ANOVA) and multivariate (discriminant analysis) methods were used.
The present results have demonstrated that not all types of innovation dimensions are required to find new clients in new countries.
This study has been based on a mature sector, as is the textile sector in Spain. The results obtained should be understood in this framework.
These results should lead managers to adopt sophisticated entry modes (higher internationalisation degrees), even if they are still young enterprises, without new state of the art products, and without new market demands.
This paper examines whether more innovative and less innovative enterprises correspond to high internationalised and less internationalised enterprises. This means, in line with Jeong, that the standarisation principles supported by Levvit should be questioned, given that innovations are in fact prometed when yo go abroad.
