Innovation Orientation, Innovation Performance and Firm Performance: The Mediating Role of Strategic Marketing Capability

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Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
This study examined the impact of innovation orientation on innovation performance and firm performance with the mediating role of strategic market planning capability and strategic marketing implementation capability. This is an applied, descriptive and survey research. A researcher-made questionnaire with a five-point Likert scale is used for data collection. To measure the questionnaire validity, formal and content validity and confirmatory factor analysis are used while Cornbrash’s alpha is utilized to measure the reliability. The statistical population consisted of 119 Ariadysel company employees which are evaluated in total and 115 questionnaires are returned. Questionnaire data are tested using SPSS 25 software and hypotheses are analyzed using Structural Equation Method by Amos 24 software. The findings showed that the innovation orientation has a positive impact on strategic market planning capability and strategic marketing implementation capability and innovation performance. Also, strategic market planning capability and strategic marketing implementation capability have a positive effect on innovation performance. On the other hand, strategic market planning capability have a positive indirect effect on the relationship between innovation orientation and innovation performance. However, strategic marketing Implementation capability have no significant effect on the relationship between innovation orientation and innovation performance. In addition, innovation performance has a mediating role and strong positive impact in the relationship between innovation orientation and firm performance. Based on the results, it is suggested that the different units of the company continuously interact and communicate with each other in order to develop innovation and use different techniques (problem solving methods, simultaneous engineering, cross-functional teams and QFD) to create ideas.
Language:
Persian
Published:
Journal of Innovation EconomicEcosystem Studies, Volume:3 Issue: 3, 2023
Pages:
59 to 86
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