Analyzing innovation and investigating the impact of innovation in international marketing with an emphasis on entrepreneurship

With the increasing growth of international trade and entrepreneurship, the importance of innovation and international marketing has doubled in this turbulent world, and this importance of their role will continue and increase. Globalization with the increase of potential and new customers and new competitors makes it more difficult to be in international business, which can be made easier by applying innovation from entrepreneurship in different dimensions. This research includes definitions of innovation, its types, innovation and entrepreneurship, innovation and international trade. And further, definitions of international marketing, its capabilities, entrepreneurship, its types, global entrepreneurship watch and entrepreneurship spillover were described. With the research that was done, it was concluded that innovation in international marketing has a significant impact and it can be said that it plays the main role not only at the national level but also at the international and global level. Also, the ability to innovate transnational products in multinational companies in international marketing is influential in the growth and development of companies and is considered one of the special capabilities. Innovation and international marketing not only have a mutual effect on each other, but also play a constructive and significant role in entrepreneurship. And on the other hand, innovation plays a role in international trade through products/services, technology development, optimal changes in the organization and understanding of its complex issues, better performance in international markets and increased competition.

کلیدواژه ها:

innovation ، international trade ، international marketing and entrepreneurship.