How does innovativeness yield superior firm performance? The role of marketing effectiveness

Alpay G., Bodur M., YILMAZ C., Buyukbalci P.

INNOVATION-MANAGEMENT POLICY & PRACTICE, cilt.14, sa.1, ss.107-128, 2012 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 14 Sayı: 1
  • Basım Tarihi: 2012
  • Doi Numarası: 10.5172/impp.2012.14.1.107
  • Dergi Adı: INNOVATION-MANAGEMENT POLICY & PRACTICE
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.107-128
  • Anahtar Kelimeler: product innovativeness, process innovativeness, behavioral innovativeness, strategic innovativeness, marketing effectiveness, CORPORATE CULTURE, ORGANIZATIONAL PERFORMANCE, LEARNING ORIENTATION, PRODUCT DEVELOPMENT, MODEL, SIZE, PROFITABILITY, CAPABILITIES, MANAGEMENT, RESOURCE
  • Orta Doğu Teknik Üniversitesi Adresli: Evet

Özet

This paper examines the role of marketing effectiveness in the relationship between innovativeness dimensions (e.g., product, market, process, strategic, and behavioral innovativeness) and firm performance. Data were collected via structured questionnaires from 112 firms operating in Turkey and analyzed through hierarchical regression analysis. Findings indicate that different dimensions of innovativeness have different effects on marketing effectiveness and firm performance. The results also support the mediating role of marketing effectiveness in the relationship between firm performance and product and strategic innovativeness dimensions. In addition, several firm characteristics (e.g., firm size, share of foreign capital) are shown to moderate the effects of innovativeness dimensions on marketing effectiveness and overall firm performance.