The innovation orientation influence on architectural marketing capabilities and the impact on innovation performance

Tatiane Cristina Pscheidt-Gieseler, Simone Regina Didonet, Ana Maria Machado Toaldo and Tomas Sparano Martins

International Journal of Business Innovation and Research, 2018, vol. 15, issue 3, 277-300

Abstract: This study aims to analyse the influence of innovation orientation on architectural marketing capabilities and the impact on innovation performance. These capabilities are considered through its two dimensions: strategic market planning and marketing strategy implementation capabilities. The research outcomes allow concluding that innovation orientation positively influences innovation performance and both architectural marketing capabilities dimensions. However, the two of them are not related to innovation performance, neither have they mediated the relation between innovation orientation and innovation performance. Therefore, results indicate that marketing capabilities may not contribute to isolate company performance.

Keywords: architectural marketing capabilities; strategic market planning capability; innovation orientation; innovation performance; marketing strategy implementation capability. (search for similar items in EconPapers)
Date: 2018
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