THE IMPACT OF MARKETING’S INNOVATION-RELATED CAPABILITIES ON A FIRM’S INNOVATION PERFORMANCE

Osman Gök and Sinem Peker
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Osman Gök: Business School, Department of Business, Yasar University, Universite Cad., No. 37, Bornova, Izmir 35100, Turkey
Sinem Peker: Department of Mathematics, Yasar University, Universite Cad., No. 37, Bornova, Izmir 35100, Turkey

International Journal of Innovation Management (ijim), 2020, vol. 24, issue 06, 1-31

Abstract: Innovation performance is a potential source of competitive advantage for any firm. A capable marketing department (MD) can contribute significantly to the market success of the new products and services offered. Therefore, understanding the impact of marketing’s innovation-related capabilities in the innovation process is an important area of inquiry to achieve a more innovative and competitive company. This study examines the relations among relevant MD capabilities, marketing’s decision influence on innovation development and a firm’s innovation performance. The results indicate that the capabilities of the MD are strongly associated with the firm’s innovation performance. Our findings also demonstrate that marketing capabilities have a positive relationship with the department’s influence on innovation development. However, the department’s influence on innovation decisions has no effect on the firm’s innovation performance. We proposed a moderated mediation model considering a set of firm-level and environmental contingency variables. Results reveal that the proposed model relationships are indifferent for all the sub-groups of moderators.

Keywords: Marketing department; marketing innovativeness; marketing department capabilities; innovation; innovation performance (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1142/S1363919620500541

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