The Impact of Product Innovation and Marketing on Product Internationalization in Start-ups

Today, the important role of innovation in the growth of companies, sectors, and countries has given rise to widespread interest in research in this field. In this study, we investigated the impact of product innovation and marketing on product internationalization through innovative performance, market performance, and product export in startups. The present study is an applied descriptive survey in terms of purpose and method of research. The statistical population of the study was managers of startups in Isfahan. The sampling method of this study was convenience. Morgan table was used to determine the number of samples and 155 persons were selected. Statistical analysis was performed using SPSS and Amos software, and regression analysis was used for path analysis of hypotheses. Research findings showed that product innovation has a positive and significant effect on innovation in marketing and innovative performance. Also, marketing innovation has a positive and significant impact on innovative performance, production performance affects market performance, and product exports affects product internationalization. Therefore, innovation capability is one of the factors needed for managers to empower the company to drive superior products, services and business models.