Marketing Innovation: Its Antecedents and Impact on Marketing Performance

• Main Authors: HUNG, TA-HSIANG, 洪大翔
• Other Authors: Yung-Ching Ho
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/01780313683021651856

博士 === 國立中正大學 === 企業管理研究所 === 101 === Many researchers have examined the impact of “innovation” and other “innovation” related factors on firm performance. This study explored the drivers of innovativeness and has examined the linkages among these constructs and how those drivers operate via “Marketing Innovation (MI) “to collectively influence performance in an integrated manner and model. The antecedents of Marketing Innovation are top management team (TMT), market orientation (MO) and entrepreneurial orientation (EO). Thus study applied those antecedents via mediating effect of different dimensions of Marketing Innovation to collectively influence marketing performance (MP). The results of empirical analysis by multiple regression analysis show the merchandise interpretation, innovative marketing mix, sales channel arrangement appropriateness and marketing activity management appropriateness as the four dimensions of Marketing Innovation generating mediating effect are significant between antecedents and consequence, Marketing Performance. This study also investigated the relationship among market orientation with top management team and entrepreneurial orientation. The results show TMT and EO have positively impact on MO and MO has the mediating effect on the relationship between TMT, EO and overall marketing performance. The TMT shows no significant impact on MI under the identification and verification of whole theoretical model by structural equation modeling. The classified MI, such as merchandise interpretation, innovative marketing mix, and marketing activity management appropriateness in modified model do not show significant mediating effect between EO and MP. However, there is an important research finding, TMT and EO can positively influence MI and MP based on mediating effect by the MO. Finally, the research proposed implications and directions for future research were discussed based on the validation results and findings above.