IDEAS home Printed from https://ideas.repec.org/a/rfh/bbejor/v13y2024i1p423-428.html
   My bibliography  Save this article

Impact of Market Orientation, Green Innovation on Creative Performance: The Mediating Role of Sustainable Competitive Advantage

Author

Listed:
  • Abdullah Shahbaz Anwar Ghaazi

    (Assistant Professor, Department of Commerce, Govt. Willayat Hussain Islamia Graduate College, Multan, Pakistan)

  • Aqsa Iqbal

    (Lecturer, Department of Management Sciences, the Islamia University Bahawalpur Rahim Yar Khan Campus, Punjab, Pakistan)

  • Arooj Fatima

    (Lecturer, School of Business, Management and Administrative Sciences, The Islamia University of Bahawalpur, Pakistan)

  • Nimra Khurshid

    (BBA, Agribusiness/Marketing, Muhammad Nawaz Shareef University of Agriculture Multan, Pakistan)

Abstract

The purpose of this study to examining the correlation between marketing orientation and green innovation with sustainable competitive advantage (SCA) and creative performance. Creative performance being a dependent variable in this research is measured by two independent variables. Many Pakistani companies are doing activities in order to provide sustainable social development benefits to the society in which they are operating. These companies are investing and managing their market orientation and green innovation initiatives for the wellbeing of the society. This study also SCA. Using empirical testing the data gathered from consumers and information collected on companies engaged in market orientation and green innovation activities the research found out that that there is a very strong correlation between marketing orientation and green innovation and SCA and creative performance. The companies who are investing on marketing orientation and green innovation activities are enjoying good consumer loyalty and the Brands they operate enjoy healthy profits and sustainable market position. It is envisaged that the model tested in this research will be implied in the future empirical research concerning marketing orientation and green innovation with SCA and creative performance.

Suggested Citation

  • Abdullah Shahbaz Anwar Ghaazi & Aqsa Iqbal & Arooj Fatima & Nimra Khurshid, 2024. "Impact of Market Orientation, Green Innovation on Creative Performance: The Mediating Role of Sustainable Competitive Advantage," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 423-428.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:1:p:423-428
    DOI: https://doi.org/10.61506/01.00224
    as

    Download full text from publisher

    File URL: https://bbejournal.com/BBE/article/view/727/659
    Download Restriction: no
    File URL: https://bbejournal.com/BBE/article/view/727
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.61506/01.00224?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Aksoy, Hasan, 2017. "How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)?," Technology in Society, Elsevier, vol. 51(C), pages 133-141.
    2. Djellal, Faridah & Gallouj, FaIz, 2005. "Mapping innovation dynamics in hospitals," Research Policy, Elsevier, vol. 34(6), pages 817-835, August.
    3. Sajjad Nawaz Khan & Rai Imtiaz Hussain & Shafique -Ur-Rehman & Muhammad Qasim Maqbool & Engku Ismail Engku Ali & Muhammad Numan, 2019. "The mediating role of innovation between corporate governance and organizational performance: Moderating role of innovative culture in Pakistan textile sector," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1631018-163, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhammad Noman Yaseen & Aqsa Iqbal & Iftikhar Mehboob & Maooz Rafay & Muhammad Rafiq & Ifra Riaz & Asad Qayoom, 2023. "The Meditating Role Of Intellectual Capital Between Innovation, Corporate Governance And Firm Performance Of The Smes Of Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(3), pages 89-93.
    2. Lander, Bryn & Atkinson-Grosjean, Janet, 2011. "Translational science and the hidden research system in universities and academic hospitals: A case study," Social Science & Medicine, Elsevier, vol. 72(4), pages 537-544, February.
    3. Fiaz Ahmad Sulehri & Mohammad Ahmed & Amjad Ali, 2022. "Proprietorship Structure and Firm Performance in the Context of Tunneling: An Empirical Analysis of Non-Financial Firms in Pakistan," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 115-124, December.
    4. Mónica Franco-Ángel & Mariam Rabih Awad Urbano, 2022. "An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises," Estudios Gerenciales, Universidad Icesi, vol. 38(165), pages 493-506, November.
    5. Gallouj, Faïz & Weber, K. Matthias & Stare, Metka & Rubalcaba, Luis, 2015. "The futures of the service economy in Europe: A foresight analysis," Technological Forecasting and Social Change, Elsevier, vol. 94(C), pages 80-96.
    6. Spyros Arvanitis & Euripidis N. Loukis, 2014. "Investigating the effects of ICT on innovation and performance of European hospitals," KOF Working papers 14-366, KOF Swiss Economic Institute, ETH Zurich.
    7. Djellal, Faridah & Gallouj, Faïz & Miles, Ian, 2013. "Two decades of research on innovation in services: Which place for public services?," Structural Change and Economic Dynamics, Elsevier, vol. 27(C), pages 98-117.
    8. Hana Urbancová & Pavla Vrabcová, 2023. "Sustainability-oriented Innovation: Crucial Sources to Achieve Competitiveness," Journal of Economics / Ekonomicky casopis, Institute of Economic Research, Slovak Academy of Sciences, vol. 71(1), pages 46-64, January.
    9. João M. Lopes & Sofia Gomes & Rosselyn Pacheco & Elizabete Monteiro & Carolina Santos, 2022. "Drivers of Sustainable Innovation Strategies for Increased Competition among Companies," Sustainability, MDPI, vol. 14(9), pages 1-18, May.
    10. Dwivedi, Abhishek & Pawsey, Nicholas, 2023. "Examining the drivers of marketing innovation in SMEs," Journal of Business Research, Elsevier, vol. 155(PB).
    11. de Vries, Erik J., 2006. "Innovation in services in networks of organizations and in the distribution of services," Research Policy, Elsevier, vol. 35(7), pages 1037-1051, September.
    12. Rinaldo Evangelista & Maria Savona, 2010. "Innovation and Employment in Services," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 16, Edward Elgar Publishing.
    13. Faridah Djellal & Faïz Gallouj, 2006. "Innovation in care services for the elderly," The Service Industries Journal, Taylor & Francis Journals, vol. 26(3), pages 303-327, April.
    14. Faïz Gallouj, 2012. "Service: innovation, performance and public policy," Working Papers hal-01111765, HAL.
    15. Zhongju Liao, 2018. "Corporate culture, environmental innovation and financial performance," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1368-1375, December.
    16. Faïz Gallouj & Maria Savona, 2009. "Innovation in services: a review of the debate and a research agenda," Journal of Evolutionary Economics, Springer, vol. 19(2), pages 149-172, April.
    17. Edeh, Jude Ndubuisi & Obodoechi, Divine Ndubuisi & Ramos-Hidalgo, Encarnación, 2020. "Effects of innovation strategies on export performance: New empirical evidence from developing market firms," Technological Forecasting and Social Change, Elsevier, vol. 158(C).
    18. Samuel Afriyie & Jianguo Duo & Kingsley Appiah & Abdul-Aziz Ibn Musah, 2018. "The Nexus between Types of Innovation and Marketing Performance of SME in an Emerging Economy," International Review of Management and Marketing, Econjournals, vol. 8(6), pages 78-92.
    19. Alberto Peralta & Luis Rubalcaba, 2021. "A Metagovernance Model of Innovation Networks in the Health and Social Services Using a Neo-Schumpeterian Framework," IJERPH, MDPI, vol. 18(11), pages 1-23, June.
    20. Faïz Gallouj & Maria Savona, 2010. "Towards a Theory of Innovation in Services: A State of the Art," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 1, Edward Elgar Publishing.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfh:bbejor:v:13:y:2024:i:1:p:423-428. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Irfan Chani (email available below). General contact details of provider: https://edirc.repec.org/data/rffhlpk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.