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Market orientation, marketing capabilities and sustainable innovation

Market orientation, marketing capabilities and sustainable innovation <jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators.</jats:p></jats:sec> <jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>The data for this study were collected by administering a survey, and well-defined scales were used for quantifying the data. Theories propounded by various authors were used to form the theoretical framework of the study while keeping those theories relevant to the Indian context. The study uses structural equation modelling to empirically test proposed hypothesis and research model of the relationships.</jats:p></jats:sec> <jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results indicated that MO has a positive influence on marketing capabilities, including product development, communication, channel linking and pricing. The study also found, albeit with exceptions, a positive association between marketing capabilities and sustainable innovation. These exceptions were communication capability on technical innovations and channel linking capability on non-technical innovations. In addition, findings reveal that marketing capabilities fully mediate MO to performance link while sustainable consumption partially mediates the relation between sustainable innovation and competitive advantage. Competitive advantage also partially mediates marketing capabilities to performance relationship.</jats:p></jats:sec> <jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>This study deals with four marketing capabilities only and uses cross-sectional data, instead of longitudinal data, that comprises data of 192 service firms in India.</jats:p></jats:sec> <jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>The study sets forth empirical evidence for the argument that specific marketing capabilities lead to sustainable innovation. The study further clarifies contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators in the proposed research model.</jats:p></jats:sec> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research Review CrossRef

Market orientation, marketing capabilities and sustainable innovation

Management Research Review , Volume 40 (6): 698-724 – Jun 19, 2017

Market orientation, marketing capabilities and sustainable innovation


Abstract

<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators.</jats:p></jats:sec>
<jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>The data for this study were collected by administering a survey, and well-defined scales were used for quantifying the data. Theories propounded by various authors were used to form the theoretical framework of the study while keeping those theories relevant to the Indian context. The study uses structural equation modelling to empirically test proposed hypothesis and research model of the relationships.</jats:p></jats:sec>
<jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results indicated that MO has a positive influence on marketing capabilities, including product development, communication, channel linking and pricing. The study also found, albeit with exceptions, a positive association between marketing capabilities and sustainable innovation. These exceptions were communication capability on technical innovations and channel linking capability on non-technical innovations. In addition, findings reveal that marketing capabilities fully mediate MO to performance link while sustainable consumption partially mediates the relation between sustainable innovation and competitive advantage. Competitive advantage also partially mediates marketing capabilities to performance relationship.</jats:p></jats:sec>
<jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>This study deals with four marketing capabilities only and uses cross-sectional data, instead of longitudinal data, that comprises data of 192 service firms in India.</jats:p></jats:sec>
<jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>The study sets forth empirical evidence for the argument that specific marketing capabilities lead to sustainable innovation. The study further clarifies contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators in the proposed research model.</jats:p></jats:sec>

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Publisher
CrossRef
ISSN
2040-8269
DOI
10.1108/mrr-09-2014-0225
Publisher site
See Article on Publisher Site

Abstract

<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators.</jats:p></jats:sec> <jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>The data for this study were collected by administering a survey, and well-defined scales were used for quantifying the data. Theories propounded by various authors were used to form the theoretical framework of the study while keeping those theories relevant to the Indian context. The study uses structural equation modelling to empirically test proposed hypothesis and research model of the relationships.</jats:p></jats:sec> <jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results indicated that MO has a positive influence on marketing capabilities, including product development, communication, channel linking and pricing. The study also found, albeit with exceptions, a positive association between marketing capabilities and sustainable innovation. These exceptions were communication capability on technical innovations and channel linking capability on non-technical innovations. In addition, findings reveal that marketing capabilities fully mediate MO to performance link while sustainable consumption partially mediates the relation between sustainable innovation and competitive advantage. Competitive advantage also partially mediates marketing capabilities to performance relationship.</jats:p></jats:sec> <jats:sec><jats:title content-type="abstract-subheading">Research limitations/implications</jats:title><jats:p>This study deals with four marketing capabilities only and uses cross-sectional data, instead of longitudinal data, that comprises data of 192 service firms in India.</jats:p></jats:sec> <jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>The study sets forth empirical evidence for the argument that specific marketing capabilities lead to sustainable innovation. The study further clarifies contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators in the proposed research model.</jats:p></jats:sec>

Journal

Management Research ReviewCrossRef

Published: Jun 19, 2017

References