How does innovativeness yield superior firm performance? The role of marketing effectiveness

Date

2012-03-01

Author

Alpay, Guven
Bodur, Muzaffer
Yılmaz, Cengiz
Buyukbalci, Pinar

Metadata

Show full item record

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Item Usage Stats

199
views

0
downloads

This paper examines the role of marketing effectiveness in the relationship between innovativeness dimensions (e.g., product, market, process, strategic, and behavioral innovativeness) and firm performance. Data were collected via structured questionnaires from 112 firms operating in Turkey and analyzed through hierarchical regression analysis. Findings indicate that different dimensions of innovativeness have different effects on marketing effectiveness and firm performance. The results also support the mediating role of marketing effectiveness in the relationship between firm performance and product and strategic innovativeness dimensions. In addition, several firm characteristics (e.g., firm size, share of foreign capital) are shown to moderate the effects of innovativeness dimensions on marketing effectiveness and overall firm performance.

Subject Keywords

Product innovativeness, Process innovativeness, Behavioral innovativeness, Strategic innovativeness, Marketing effectiveness

URI

https://hdl.handle.net/11511/43104

Journal

INNOVATION-MANAGEMENT POLICY & PRACTICE

DOI

https://doi.org/10.5172/impp.2012.14.1.107

Collections

Department of Business Administration, Article

Suggestions

OpenMETU
Core

How do learning orientation and strategy yield innovativeness and superior firm performance? Dulger, M.; Alpay, G.; Yılmaz, Çetin; BODUR, MUZAFFER (2014-06-01) This paper attempts to shed light on the role of learning orientations of firms and their adoption of Porter's generic strategies on four dependent variables: Behavioral innovativeness, product innovativeness, technological innovativeness and, ultimately, firm performance. Hierarchical regressions were run with data from a random sample of 121 firms operating in Turkey. Findings indicate that internally-focused learning, market-focused learning and differentiation strategy have significant effects on the th...
How do firms benefit from customer complaints? Yılmaz, Cengiz; VARNALI, KAAN; TARI KASNAKOĞLU, BERNA (2016-02-01) The study explores the effects of two sets of factors relating to complaint management on firm performance, namely, (1)customer response factors and (2) organizational learning factors, thereby integrating organizational learning into the conceptualization of complaint management Symmetric testing using hierarchical regression analysis of data obtained from complainants and firm managers revealed the joint effects of the two main paths on firm performance, independently from one another. Learning from compl...
How do ICT firms in Turkey manage innovation? diversity in expertise versus diversity in markets Akçomak, İbrahim Semih; Fındık, Derya (Science And Technology Policies Research Center, Middle East Technical University (Ankara, Turkey), 2013-09-13) This paper provides a novel taxonomy of firms based on specialisation versus diversification in production and markets. Firms may chose to specialise on few production activities or alternatively may build expertise in many activities. There is an accompanying decision when firms sell their products: whether to serve few or many markets. We argue that the location on the specialisation-diversification spectrum significantly affects how firms manage innovation. For a sample of 90 innovator ICT firms in Ankar...
Inter-organizational coordination patterns in buyer-supplier-design agency triads in NPD projects Akın Ateş, Melek; VAN DEN ENDE, Jan; IANNİELLO, Guido (2015-01-01) Purpose - The purpose of this paper is to investigate inter-organizational coordination (IOC) patterns between the buying firm, design agency, and component supplier in new product development (NPD) projects and to identify the determinants of these approaches. Design/methodology/approach - Seven NPD projects are examined using the multiple-case study method. Data are collected from five design agencies, two buying firms, and two suppliers in Italy and the Netherlands. Findings - Building on organizationa...
Apply Quantitative Management Now TARHAN, AYÇA; Demirörs, Onur (Institute of Electrical and Electronics Engineers (IEEE), 2012-05-01) The Assessment Approach for Quantitative Process Management (A2QPM) helps identify software process measures for quantitative analysis even when organizations lack formal systems for process measurement. A2QPM is the first approach to quantitative management that offers software organizations a well-defined, detailed guideline for assessing their software processes and applying beneficial quantitative techniques to improve them. All the A2QPM applications we've described resulted in quantitative analysis im...

Citation Formats

G. Alpay, M. Bodur, C. Yılmaz, and P. Buyukbalci, “How does innovativeness yield superior firm performance? The role of marketing effectiveness,” INNOVATION-MANAGEMENT POLICY & PRACTICE, pp. 107–128, 2012, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/43104.