Purpose: The study was done for the purpose of reviewing existing systematic literature on innovative marketing and how it is impacting behavior consumer. Also, this sheds light trends innovation in choice consumer their behavior. Methodology: Top peer reviewed published articles were conducted. A comprehensive strategy searching database from Google Scholar applied journal between 1960–2020 se...

Researchers agree that innovation is one of the competitive business strategies to ensure sustainability local small and medium sized enterprises (SMEs) in global market. However, level innovative work behavior (IWB) among Malaysia’s SMEs not encouraging. Studies have claimed emotional intelligence as precursors workbehavior. Emotional (EQ) enables employees disseminate implement ideas more eff...

The influence of procedural justice on intended innovative behavior was studied in a sample of students and employees. Although earlier studies suggests that procedural justice increases innovation-related behavior such as spontaneous cooperation, so far systematic research is scarce. Results indicated that the provision of voice increased participants’ intention to show innovative behavior suc...