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The Impact Of Marketing’S Innovation-Related Capabilities On A Firm’S Innovation Performance

Author

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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)

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.

Suggested Citation

  • Osman Gök & Sinem Peker, 2020. "The Impact Of Marketing’S Innovation-Related Capabilities On A Firm’S Innovation Performance," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(06), pages 1-31, August.
    • Handle: RePEc:wsi:ijimxx:v:24:y:2020:i:06:n:s1363919620500541
    DOI: 10.1142/S1363919620500541
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    Cited by:

    1. Peixu He & Yana Pei & Chunpei Lin & Di Ye, 2021. "Ambidextrous Marketing Capabilities, Exploratory and Exploitative Market-Based Innovation, and Innovation Performance: An Empirical Study on China’s Manufacturing Sector," Sustainability, MDPI, vol. 13(3), pages 1-21, January.

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