“…In that sense, one way to understand innovation outcomes is by distinguishing between technological and non-technological innovations (Álvarez-Coque, Mas-Verdú, & Roig-Tierno, 2017; Geldes, Felzensztein, & Palacios, 2017; Mothe & Nguyen, 2010). Even though the literature also recognizes complementarities between them (Del Carpio Gallegos & Miralles, 2021; Seclen-Luna, Moya-Fernández, Barrutia, & Ferruci, 2022). Technological innovations are defined as product and process innovations (Martínez-Ros, 2019), while non-technological innovations are associated with organizational and marketing innovations (Mothe & Nguyen, 2010).…”