Ideas and implementation: The effective implementation of novel marketing programmes in small- to medium-sized greek firms

The purpose of the present study is to identify the potential contribution that a firm's climate supporting creativity can make towards understanding the effective implementation of novel marketing programmes. Specifically, a conceptual model is developed and empirically tested with Bayesian path analysis, using data obtained from managers of 87 Greek firms. Results suggest that a firm's climate that supports creativity has an indirect effect on marketing programme implementation effectiveness through marketing programme novelty. Additionally, climate for creativity moderates the relationship between marketing programme novelty and marketing programme implementation effectiveness such that the indirect effect of climate for creativity on marketing programme implementation effectiveness was found significant for levels of climate moderate to low, but not when the level of climate for creativity was high. Recommendations for further research are discussed. © 2014 John Wiley & Sons Ltd.