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

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 anal...

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Bibliographic Details
Published in:Innovation (North Sydney) 2012-03, Vol.14 (1), p.107-128
Main Authors: Alpay, Güven, Bodur, Muzaffer, Yilmaz, Cengiz, Büyükbalci, Pinar
Format: Article
Language:English
Subjects:
behavioral innovativeness
Corporate planning
Enterprises
Innovation
Innovation policy
Innovations
Market strategy
Marketing
marketing effectiveness
Marketing research
Organizational change
Organizational effectiveness
process innovativeness
product innovativeness
Regression analysis
strategic innovativeness
Studies
Technological change
Turkey
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Summary: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.
ISSN:1447-9338
2204-0226
DOI:10.5172/impp.2012.14.1.107