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Market orientation, marketing capabilities and sustainable innovation

Author

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  • Shampy Kamboj
  • Zillur Rahman

Abstract

Purpose - This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators. Design/methodology/approach - The data for this study were collected by administering a survey, and well-defined scales were used for quantifying the data. Theories propounded by various authors were used to form the theoretical framework of the study while keeping those theories relevant to the Indian context. The study uses structural equation modelling to empirically test proposed hypothesis and research model of the relationships. Findings - The results indicated that MO has a positive influence on marketing capabilities, including product development, communication, channel linking and pricing. The study also found, albeit with exceptions, a positive association between marketing capabilities and sustainable innovation. These exceptions were communication capability on technical innovations and channel linking capability on non-technical innovations. In addition, findings reveal that marketing capabilities fully mediate MO to performance link while sustainable consumption partially mediates the relation between sustainable innovation and competitive advantage. Competitive advantage also partially mediates marketing capabilities to performance relationship. Research limitations/implications - This study deals with four marketing capabilities only and uses cross-sectional data, instead of longitudinal data, that comprises data of 192 service firms in India. Originality/value - The study sets forth empirical evidence for the argument that specific marketing capabilities lead to sustainable innovation. The study further clarifies contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators in the proposed research model.

Suggested Citation

  • Shampy Kamboj & Zillur Rahman, 2017. "Market orientation, marketing capabilities and sustainable innovation," Management Research Review, Emerald Group Publishing Limited, vol. 40(6), pages 698-724, June.
    • Handle: RePEc:eme:mrrpps:mrr-09-2014-0225
    DOI: 10.1108/MRR-09-2014-0225
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    Citations

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    Cited by:

    1. Wenbo Jiang & Francesco Rosati & Huaqi Chai & Taiwen Feng, 2020. "Market orientation practices enhancing corporate environmental performance via knowledge creation: Does environmental management system implementation matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 29(5), pages 1899-1924, July.
    2. Mukhamad Najib & Abdul Aziz Abdul Rahman & Abror Abror & Riani Rachmawati & Megawati Simanjuntak & Prita Prasetya & Dwi Suhartanto & Farah Fahma, 2021. "Leaders’ Support of Sustainable Innovation and Business Sustainability in Developing Countries: Evidence from Small and Medium Food Processing Enterprises," Sustainability, MDPI, vol. 13(23), pages 1-19, November.
    3. Hiu Kan Wong, Ada & Xinru Wu, Crystal & Whitla, Paul & Stanley Snell, Robin, 2022. "How LMX and marketing capabilities guide and motivate customer-facing employees’ learning," Journal of Business Research, Elsevier, vol. 138(C), pages 161-169.
    4. Marvello Yang & Norizan Jaafar & Abdullah Al Mamun & Anas A. Salameh & Noorshella Che Nawi, 2022. "Modelling the significance of strategic orientation for competitive advantage and economic sustainability: the use of hybrid SEM–neural network analysis," Journal of Innovation and Entrepreneurship, Springer, vol. 11(1), pages 1-28, December.
    5. Ariani, Mintarti & Maharani, Raden Roro Irfani, 2018. "Entrepreneurial orientation dan pricing capability," OSF Preprints qek96, Center for Open Science.

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