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

Author

Listed:
  • Tatiane Cristina Pscheidt-Gieseler
  • Simone Regina Didonet
  • Ana Maria Machado Toaldo
  • Tomas Sparano Martins

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.

Suggested Citation

  • Tatiane Cristina Pscheidt-Gieseler & Simone Regina Didonet & Ana Maria Machado Toaldo & Tomas Sparano Martins, 2018. "The innovation orientation influence on architectural marketing capabilities and the impact on innovation performance," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 15(3), pages 277-300.
    • Handle: RePEc:ids:ijbire:v:15:y:2018:i:3:p:277-300
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    Cited by:

    1. Wilson, Grant Alexander & Case, Tyler & Dobni, C. Brooke, 2023. "A global study of innovation-oriented firms: Dimensions, practices, and performance," Technological Forecasting and Social Change, Elsevier, vol. 187(C).

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