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The Influence of Marketing Innovations on Firm Performance under Different Market Environments: Evidence from China

Jianping Peng (), Qun Qin () and Tanya (Ya) Tang ()
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Jianping Peng: School of Business, Sun Yat-sen University, Guangzhou 510275, China
Qun Qin: School of Management, Guangzhou Xinhua University, Guangzhou 510520, China
Tanya (Ya) Tang: Isenberg School of Management, University of Massachusetts, Amherst, MA 01003, USA

Sustainability, 2021, vol. 13, issue 18, 1-15

Abstract: The adoption of marketing innovations can contribute to the sustainability of a firm. However, research on the types of marketing innovations and their effects is limited. The purpose of this study is to analyze the dimensions of marketing innovations, their effects on firm performance, and how market environmental factors moderate those effects. Based on an analysis of the literature, this study discovered two types of marketing innovations and established a model to explain the dynamics of marketing innovation and firm performance under different market environments. Empirical data were collected and used to validate the model. Results show that both market-driven and market-driving innovations significantly contribute to a firm’s performance. Moreover, their effects are significantly moderated by competition intensity and technological turbulence but not demand uncertainty. This study contributes to the literature because it elaborates the conceptualization of marketing innovation and presents the dynamics of marketing innovation, market environment, and firm performance. It also provides practical implications on how firms can utilize marketing innovations to achieve business sustainability.

Keywords: innovation; marketing innovation; market-driven; market-driving; firm performance; market environment (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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