Evaluating the Impact of Marketing, Organisational and Process Innovation on Innovation Output of Information Technology Firms: Czech Republic and Estonia

As technological innovation has enabled Information technology (IT) to seamlesslymerge into daily routines playing an irreplaceable role in innovation generation and disseminationthe research aims to assess the impact of marketing, organisational and process innovation oninnovation in Czech Republic and Estonia. Design/methodology/approach: Data from Community Innovation Survey (2012-2014) was usedwhilst multiple regression analysis. 395 firms were selected for both Czech Republic and Estonia.These member states were selected due to their dwindling performance on the innovation scalerelative to EU in 2010; IT and information service firms was also chosen as the unit of analysis. Findings: Public funding at the National and European Union level was only significant toinnovation output in Estonia whilst organisational innovation was insignificant in both countries.Process innovation was significant to innovation output although with different direction ofsignificance between both countries whilst marketing innovation variables were also fullysignificant in Czech Republic but partly significant in Estonia. Research/practical implications: The study provides insights into innovation behaviour of theCzech and Estonian companies. Originality/value: Furthering the innovation report of European Union and selectively focusingon the key innovation variables, the paper adds to the literature by detailing the response of theinnovation output of Czech Republic and Estonia to marketing, organisational and processinnovation of IT and information service firms.