The innovation orientation influence on architectural marketing capabilities and the impact on innovation performance
by Tatiane Cristina Pscheidt-Gieseler; Simone Regina Didonet; Ana Maria Machado Toaldo; Tomas Sparano Martins
International Journal of Business Innovation and Research (IJBIR), Vol. 15, No. 3, 2018

Abstract: This study aims to analyse the influence of innovation orientation on architectural marketing capabilities and the impact on innovation performance. These capabilities are considered through its two dimensions: strategic market planning and marketing strategy implementation capabilities. The research outcomes allow concluding that innovation orientation positively influences innovation performance and both architectural marketing capabilities dimensions. However, the two of them are not related to innovation performance, neither have they mediated the relation between innovation orientation and innovation performance. Therefore, results indicate that marketing capabilities may not contribute to isolate company performance.

Online publication date: Fri, 09-Feb-2018

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