Examining the Relationship between Marketing Capability and Innovation

Rostami, Najibeh Abbasi

Document Type : Original Research

Author

Najibeh Abbasi Rostami

Department of Administrative Sciences and Economy, Isfahan University, Isfahan, Iran

Abstract

The need for organizations to innovate comes from increasing competition and customer demands and new market areas. In today’s complex and turbulent environment the need for innovation in products and processes is widely recognised. For firms competing in a global market place, innovations play an increasingly vital role in achieving superior performance. Marketing capability is considered to be an important factor to innovation and enhance competitive advantage of ﬁrms. The present paper intended to study the relationship between marketing capability and innovation. The study was conducted through descriptive-applied method and standard questionnaire was tool of data collection. The statistical population included 80 managers of stone and mining industry in Isfahan that among whom 70 persons were studied as research sample using Cochran formula. The results revealed that there is a positive and significant relationship between marketing capability and innovation.

Keywords

20.1001.1.23832126.2015.2.1.6.3

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International Journal of Management, Accounting and Economics

Examining the Relationship between Marketing Capability and Innovation

References

References

Volume 2, Issue 1 - Serial Number 6
January 2015
Pages 64-72

Examining the Relationship between Marketing Capability and Innovation

References

References

Volume 2, Issue 1 - Serial Number 6January 2015Pages 64-72

Volume 2, Issue 1 - Serial Number 6
January 2015
Pages 64-72