¿Cómo pueden las organizaciones orientadas a la innovación beneficiarse de la Comunicación Integrada del Marketing?

  • Janire Gordon Isasi University of Deusto
  • Lucía Porcu University of Granada
DOI: https://doi.org/10.18543/bee.3234
Keywords: Integrated Marketing Communications, Innovation, Digital Transformation, Service Marketing, Diagnostic tool

Abstract

In the current context of digital transformation and innovation, service-oriented organizations face growing challenges in coordinating their communication strategies across multiple stakeholders and platforms. Integrated Marketing Communication (IMC) has emerged as a strategic approach that goes beyond message alignment, fostering internal collaboration, organizational agility, and innovation. This article presents a diagnostic tool, the IMC Audit Tool (IMC-AT), designed to assess and enhance the implementation of IMC in innovation-driven environments.

Grounded in previously validated IMC models in different sectors, such as tourism or education, the framework incorporates four core dimensions: message consistency, interactivity, stakeholder-centered strategic focus, and organizational alignment. These dimensions are operationalized into a practical, scalable self-assessment instrument that allows organizations to identify strengths and areas for improvement in their communication practices. The tool supports evidence-based decision-making in campaign design, internal coordination, digital channel integration, and stakeholder engagement.

The article also explores key organizational enablers and barriers to IMC adoption, including leadership commitment, cultural openness, flexible structures, and digital readiness. By linking IMC with innovation capacity, this work positions communication not merely as an operational function, but as a strategic driver of business transformation. The contribution lies in offering theoretical insights, actionable tools, and a preliminary validation of the proposed tool for professionals seeking to integrate communication and innovation in service-based, agile environments.

Author Biographies

Janire Gordon Isasi, University of Deusto

Profesora de la Facultad de Ingeniería (Universidad de Deusto). Ha participado en proyectos de investigación europeos, H2020 y Erasmus +. Ha publicado varios artículos científicos en revistas científicas de alto impacto y también ha participado en varias conferencias internacionales relacionadas con el marketing, la educación superior o el emprendimiento. Sus intereses de investigación son los siguientes: marketing, comunicación, gestión, emprendimiento e innovación. También es directora del Máster Dual en Innovación y Tecnología.

Lucía Porcu, University of Granada

Full Professor of Marketing at the University of Granada (Spain). She has previous experiences as visiting scholar at Brock University (Canada), Northwestern University (USA), and University of Bologna (Italy). Her research interests are integrated corporate communication (ICC), integrated marketing communication (IMC), cross-cultural marketing, and digital humanities. She has participated in several international conferences (EMAC, ICORIA, CMC, Academy of Marketing, AMS World Marketing Conference) and has published in prestigious journals, such as Journal of Business Research, International Journal of Hospitality Management, International Journal of Advertising and Computers in Human Behavior, among others.

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Published
2026-02-27
How to Cite
Gordon Isasi, Janire, and Lucía Porcu. 2026. “¿Cómo Pueden Las Organizaciones Orientadas a La innovación Beneficiarse De La Comunicación Integrada Del Marketing?”. Bulletin of Economic Studies 80 (236), 185-205. https://doi.org/10.18543/bee.3234.
Issue
Vol. 80 No. 236 (2025): Innovation in marketing and services in the context of digital transformation
Section
Articles

Copyright (c) 2026 Deusto Business Alumni

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