Reacting to the paradigm shift: QCA study of the factors shaping innovation in publishing, information services, advertising and market research activities in the European Union

The aim of this paper is to assess technological innovation (i.e., technological, product and process innovation) in publishing activities, information service activities, advertising and market research companies in the European Union context. The study analyzes whether internal conditions, such as human capital and conditions external to companies, such as cooperation and public funding, are necessary and/or sufficient conditions for technological innovation to occur. To test the proposed model, a fuzzy comparative qualitative analysis (fsQCA) is employed, and different causal configurations are analyzed. The results show that no single condition limits the occurrence of product and process innovation. However, several causal configurations of sufficient conditions for innovation and an absence of innovation are identified. Finally, it cannot be concluded that factors determining technological innovation are different for the different typologies of companies studied. No clear patterns are identified for the countries included in the study either.