معرفی کامل مقاله رایگان جهت گیری استراتژیک ، عملکرد نوآوری و تأثیر تعدیل کننده مدیریت بازاریابی
This research aims at exploring the relationship between a firm’s strategic orientation, marketing management in terms of marketing mix tactics, and innovation performance. We examine three types of strategic orientations: customer, technology, and combined customer/technology orientation. We analyze their direct effect on innovation performance as well as the moderating effect of marketing management in terms of the marketing mix on this relationship. We test our hypotheses on a sample of 1603 French manufacturing firms and show that organizations with a combined customer/technology orientation outperform those with a customer or technology orientation alone. We also show that the moderating effect of marketing management in boosting innovation success is positive for all orientations, but greatest for organizations with a technology orientation. Finally, we find that the moderating effect of marketing management on the relationship between orientation and performance increases as more elements of the marketing mix are deployed simultaneously.
۶- Limitations and future research
This study is subject to a number of limitations that may be addressed in future research. First, our study uses a measure of innovation performance based on revenues from innovative products without distinguishing between different types of products and different degrees of innovation. Extant research on strategic orientations and firm performance, however, indicates that such distinctions may influence the results of analyses (Gatignon & Xuereb, 1997; Zhou et al., 2005). More work is therefore needed to test how our findings might be affected by the use of different measures of success. As stated earlier, this may be particularly important for understanding why marketing management seems to play a more critical role in the relationship between technology orientation and innovation performance than between customer orientation and performance.